ALB Promotional Funding Opportunity

The American Lamb Board (ALB) has allocated $50,000 for FY 2026 to support local consumer-facing events and industry-branded promotions. ALB will review proposals on a rolling basis throughout the year from industry partners and suppliers who aim to build awareness and demand for American Lamb through promotional events, marketing, and retail or foodservice initiatives.

What ALB will fund:

• Local consumer-facing promotional events (cooking classes, on-farm tours and demonstrations, activations at local festivals)

• Development of branded marketing materials (e.g., websites, signage, sales tools)

• Branded retail or foodservice promotions (in-store sampling, incentives and contests, advertising, educational events and trade shows, etc.)

What ALB will not fund:

• Industry-facing events including conventions and meetings (contact Rae in the Lamb Board office to discuss industry-facing opportunities)

• Equipment and staffing

• Any event or activity that involves influencing government policy or action

This is the successor to ALB's earlier Cooperative Funding Program, which cost-shared marketing efforts by local sheep producer groups, lamb suppliers and direct marketers.

Program requirements:

• The applicant must be a lamb checkoff contributor or represent an industry organization, direct marketer or company that pays the lamb checkoff.

• The application must be received no later than 30 days prior to the event or activity to allow for approvals.

• All promotional materials must be reviewed and approved by USDA and require checkoff funding acknowledgement.

• Funds can only be used to promote American Lamb and it should be available in the local market where the promotion is being executed.

• ALB will only cover lamb product costs up to $10/lb.

• All programs require a 50% funding match.

• An itemized invoice with receipts and final report must be submitted prior to payment.

A 50% funding match is required on all programs. ALB will only cover lamb product costs up to $10/lb. Applications must be received at least 30 days before the event or activity. All promotional materials must be reviewed and approved by USDA and must acknowledge checkoff funding. An itemized invoice with receipts and a final report must be submitted prior to payment. Proposals are reviewed on a rolling basis throughout the year.

Applications are submitted by email to Rae Villa, ALB Industry Relations Director, at rae@americanlamb.com. ALB's published FY 2026 submission window ran from October 2025 through May 2026, for events between November 2025 and May 2026.

Application process:

1. Submit a summary proposal (two pages max, single-spaced, 12-point font) describing the program including intended outcomes and deliverables and the strategy to connect consumers to where to buy American Lamb in the local market; how the proposed program will assist the Lamb Checkoff in addressing its mission of increasing demand for American Lamb and how the program will acknowledge checkoff funding; and the timeline and estimated budget including the 50% match.

2. Review and interviews — a review committee evaluates eligibility and potential impact on the ALB priorities and may request an interview with the applicant prior to making a decision.

3. Finalize contract and program details — ALB works with successful applicants to finalize their proposals based on the review committee's recommendations. The proposal becomes part of the formal contract that is reviewed and approved by USDA.

Full program guidelines and application process: https://lambboard.com/s/ALB_New_Promo_Funds_102725\_FINAL2.pdf

• ALB funding page: https://lambboard.com/funding

• FY 2026 program guidelines and application process (PDF): https://lambboard.com/s/ALB_New_Promo_Funds_102725\_FINAL2.pdf

• ALB announcement (Oct 9, 2025): https://lambboard.com/weekly-news/unlock-opportunities-in-2026-the-american-lamb-board-announces-funding-for-promotions-and-research

• ALB reminder article (Mar 26, 2026): https://lambboard.com/weekly-news/alb-funding-opportunities-available-for-fairs-festivals-farmers-markets-amp-education