Micheal Clements, NAFB News Service

The American Lamb Board has partnered with the nation’s top consumer ranked grocery store, H-E-B, to promote the benefits of American Lamb through the H-E-B Health and Wellness program. The effort provides important visibility for American Lamb in Texas and sets the stage for potential future retail collaborations. With more than 350 locations throughout Texas, H-E-B is a major player in the grocery industry. The first step of the partnership was engaging and educating more than 70 H-E-B registered dietitians about the benefits of American Lamb to support their nutrition education efforts. In June, more than 1,000 H-E-B customers received an American Lamb recipe book sent directly to their homes.  Then, in July, H-E-B stores began an in-store promotion of American Lamb! H-E-B dietitians are including American Lamb on their “Pick Lists,” which feature selected products and a coupon offering $2 off assorted American Lamb cuts. This generated more than 7,600 coupon redemptions in just the first seven days of July. As of July 29, more than 14,300 coupons have been redeemed.