“Research shows that while many consumers love ordering lamb in restaurants, they’re less inclined to reach for it when preparing simple, weeknight meals,” says Megan Wortman, executive director, American Lamb Board. “Our 2014 focus is on encouraging the ‘infrequent’ lamb fan – those who cook it less than five times per year – to add lamb into their weeknight dinner routine.”
The Curriculamb campaign will consist of “Lamb 101” education on lamb cuts and cooking methods, coupled with everyday meal inspiration from top chefs.