Alberta Lamb!

ALP recently launched an extensive marketing and communications campaign aimed at expanding the industry and celebrating the immense value producers provide to Alberta Agriculture. The campaign will include a video, direct mail, brochures, advertising and government lobbying to help raise the industry’s profile.

“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

• brochure
• advertisements

View the industry video.

If you would like to borrow a copy of the 9 minute DVD, please e-mail This email address is being protected from spambots. You need JavaScript enabled to view it.

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.