(NAFB.com) – The American Lamb Board connected with professionals from across the retail meat industry at the 2026 Annual Meat Conference in Maryland. For U.S. sheep producers, ALB’s presence at the event is an important opportunity to engage with the retailers and lamb suppliers who ultimately influence how lamb is positioned, promoted, and priced in the meat case. ALB hosted a session that highlighted lamb as a premium yet underutilized protein with growing consumer demand. Presenters emphasized that younger generations are helping to drive growth in lamb retail sales. “When retailers, packers, and foodservice leaders understand the quality, consistency, and story behind American Lamb, they’re better equipped to feature it in ways that reward both consumers and producers,” said David Fisher, chairman of the American Lamb Board. “That’s how we turn checkoff dollars into long-term demand for U.S. lamb.”