The American Lamb Council is launching a new advertising campaign touting distinctions between domestic and cheaper, imported lamb.
According to the council, domestic lamb offers larger, more tender, milder-tasting cuts than imported lamb.
The promotional campaign is financed through a $1.8 million grant awarded by the Agriculture Department last November.
The government-funded campaign is the most significant lamb marketing effort in nearly a decade, and is part of a larger, sheep industry assistance package totaling 4.85 million dollars.