Industry Expansion Campaign

ALP recently launched an extensive marketing and communications campaign aimed at expanding the industry and celebrating the immense value producers provide to Alberta Agriculture. The campaign will include a video, direct mail, brochures, advertising and government lobbying to help raise the industry’s profile.

“There is a lot of opportunity in the market right now, ” says ALP Executive Director Margaret Cook. “Having increased production and new producers enter the industry does not create harmful competition. It actually allows us to become a stronger, more stable, source of consistent, quality supply which benefits everyone in the supply chain. There is plenty of current and future market demand for everyone."

A communications plan was developed by ALP based on two-years of market analysis, producer input, and extensive strategic planning. The campaign's three themes of "Pride, Recruitment, and Expansion" are part of ALP's business plan which focuses on 7 key strategies designed to pro-actively address industry issues, and support a more profitable sheep sector.

Media interest in the campaign launch was positive and wide-spread. ALP was inundated with calls; and stories on the campaign made both the agricultural and mainstream press nationwide. For a summary of the media coverage of the campaign launch – please see Campaign Launch Media Coverage.

To see sample marketing materials

View the industry video.

If you would like to borrow a copy of the 9 minute DVD, please e-mail This email address is being protected from spambots. You need JavaScript enabled to view it.

Maybe your local Ag Society, 4-H club or MLA would like to learn about the sheep industry; we encourage you to do your part in promoting your industry.

Media Release

Mar 1, 2011 - Alberta Lamb Producer's expansion campaign results in bigger flocks and increased industry investment