As the promotions arm of the Alberta Sheep and Wool Commission, the aim of Alberta Lamb is to promote lamb and to increase consumption and awareness within the province, thus benefiting the whole industry. 

www.albertalamb.com is a website designed for the consumer.  It provides information on where to find local lamb (farm-direct, retail and restaurants), recipes and other useful information.

Alberta Lamb promotes directly to the consumer, through participation in a wide range of shows throughout the province, the largest being the Woman’s Shows in Calgary, Edmonton and Grande Prairie. 

Alberta Lamb attends consumer trade shows and events throughout the province, promoting locally grown lamb, and providing consumers with an opportunity to taste the delicious samples as well as speak directly with local marketers. 
Free membership is available to all producers of lamb in the province, with about 300 currently registered in the program.  Membership with Alberta Lamb provides access to an array of promotional materials and support to help producers promote their own product.

Download the membership form (.doc) here.

Promotional items can be ordered by downloading the request form (.doc), completing and e-mailing it to the office. It may also be faxed or mailed in.

Promotional Opportunities

Alberta Lamb needs producer partners to help at trade shows and events and to promote and/or sell their own lamb products.

If you are interested in helping at the Alberta Lamb booth at a major trade show, or if there is a trade show in your area that you would like to participate in, please contact the office.

Alberta Lamb has an 8 ft x 8 ft indoor show display, and table top displays available by request from the office.  Pre-booking is necessary. (info@albertalamb.com). 

Direct Marketing

There’s a great market for farm direct sales of lamb.  Consumers like to know the person who has produced the meat, the production practices, and location.  It can provide a higher and more consistent return for producers, but marketing takes time and effort. Lambs sold privately to consumers must be processed in provincially inspected plants.  It is illegal to sell meat processed on-farm or to allow buyers to process the animals on your property.

Alberta Lamb supports producers with direct marketing initiatives designed to increase the amount of high quality Alberta Lamb available from farm-gate, farmers’ markets and in retail stores and restaurants.  In addition to a full size or table top display, Alberta Lamb has an array of promotional materials to hand out, and many opportunities for producers to promote their product.

A direct marketing package is available by request from the ASWC office.

For more information on direct marketing meats and selling lamb at Alberta Approved Farmers’ Markets, please visit the Alberta Agriculture and Food website www.agric.gov.ab.ca/diversify

Agri-Facts handouts include:

• Direct Marketing Meats: Selling Freezer Lamb
• Selling Lamb at Alberta Approved Farmers’ Markets
• Organic Lamb

These handouts are also available by request from the Alberta Sheep & Wool Commission office.

For more information about Alberta Lamb, please visit www.albertalamb.com, or contact the office info@albertalamb.com, (403) 948-1522.