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Sheepmen Vote On
Promotion Program
If sheep growers vote favorably in the referendum called by the Secretary of Agriculture for September 10-21, their “selfhelp” advertising and promotion program for the next four years will get into full swing on a “new look” campaign that will see heavy emphasis on advertising to support seasonal movements of lambs to market.
The American Sheep Producers Council, the nationwide producer organization which was established in 1955 in accordance with the National Wool Act, is already implementing such recommendations made in the research study **f McKinsey and Company, nationally known management consultant firm.
One of the biggest changes will be in the lamb advertising program conducted by the American Lamb Council, trade branch of the ASPC. Here, the strong emphasis will be on seasonal advertising campaigns in heavy population areas where lamb is already well accepted by many homemakers as a regular part of their menu.
The Lamb Council will still maintain its nationwide campaign to attract new lamb users in areas where lamb hasn’t reached the level of popularity it enjoys now on the East and West Coasts.
The McKinsey study called the American Sheep Producers j Council an important link in unifying the U.S. sheep industry, and suggested that its continuance could well determine the future prosperity of sheep growers in this country.
The ASPC is the only nationwide sheep industry organization that has full representation from all segments of sheep growers. The 132 delegates and the 40 directors of ASPC represent not only every region in the country that produces sheep, but also every national organization that serves the sheep industry, including most leading farm organizations.
The Sheep Producers Council is the group that administers the entire “self-help” advertising and promotion program of sheep growers in this country under terms of Section 708 of the National Wool Act. Producers finance the $3.2-million market-boosting effort through deductions from their wool incentive payments, and funds for
81.5%