This year, the American Lamb Board will be focusing its strategic communications program on educating consumers about the basics of lamb, from cuts and cooking methods to the responsibly practices of the industry’s 82-thousand shepherds. The campaign aims to inspire home cooks to purchase and prepare lamb more frequently. It consists of Lamb 101 education on lamb cuts and cooking methods, coupled with everyday meal inspiration from top chefs. The Lamb Board will also renew its popular Lamb Jam Tour this year