By Micky Burch
Most people in the sheep industry are probably aware of the changing landscape of both this commodity and all of agriculture. Producers have more marketing options than ever before; currently, non-traditional markets make up 30% of sheep sales in the U.S. On the retail side, there are grocers committed to selling either exclusively or partially American lamb; some have even started in-store American lamb branded campaigns. While lamb consumption is seen most on the coasts, popularity is increasing in large metropolitan areas. Producers have historically been able to generate a strong holiday-oriented supply of lamb, but a year-round supply is needed for consistency in both traditional and non-traditional markets.