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