Risk, Reports and Moving from Buy-In to Best Practices

THE NEED

Lamb consumption in the U.S. has been declining over the past few decades. In order to compete against other red meats in the marketplace, the American Lamb Board (ALB) sought to rally its 7,000+ members around sustainability. Coinciding with consumers’ increasing interest in the environmental and social impacts of lamb production (especially its carbon footprint), the ALB solicited Milepost to undertake an assessment of members’ production methods to identify and communicate best practices, and pinpoint risks and inform action for the industry.

OUR APPROACH

Milepost designed and implemented an industry-wide sustainability assessment involving ranch visits, organization and facilitation of a Sustainability Working Group composed of industry leaders, secondary data review, and a survey of 7,000 lamb producers. We created an internal and external report that allowed the Board to develop strategies for member engagement and marketing. Because the high number of lamb producers across the U.S. represent a variety of production systems, geographies and flock sizes, we created a methodology that was broad enough to accommodate this diversity, and sharp enough to support public-facing communications and prioritize further investments to improve impacts.

THE RESULTS

The internal report provided a detailed analysis of our methods and findings with a focus on efficiency and stewardship. Translating the results into sustainability and communications strategies enabled the ALB to successfully develop a sustainability action plan and communicate best practices to members and the market.

OUR ROLE

  • Stakeholder Engagement
  • Facilitation
  • Data Collection & Reporting
  • Risk Assessment
  • Market Research
  • Messaging & Storytelling
  • Branding & Graphic Design 

CLIENT

American Lamb Board (ALB)

DURATION

1 year

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Project Lead:

Michael Roy, PhD Ask Me Questions