Superior Farms is committed to protecting the base of American lamb consumers for our industry and are doing our part to ensure our industry’s continued growth. We know many producers within our industry are concerned over the recent bankruptcy of Mountain States Rosen and the closing of its Greeley, Colo. plant. During this period, it’s important to remember that the American Lamb industry is still strong and growing. It is vital that the most critical players in this supply chain – the hardworking ranchers, families and multigenerational operators raising their flocks, have a market for their lambs and a path to prosperity as we look to the future.
Rick Stott, president and CEO of Superior Farms stated, “We recognize the impact of the Mountain States Rosen bankruptcy and COVID-19 upon our industry. While difficult in the short term, we are very optimistic that we can work through these challenges together to become a stronger industry that can increase the market share of American lamb and deliver a premium product to our consumers.”
While the COVID-19 pandemic has certainly impacted our industry with the loss of foodservice demand, consumer purchasing behaviors have shifted and are showing positive signs of increased consumption of American Lamb through grocery retail. We are encouraged by the enthusiastic response from first time consumers of American lamb who are returning to repeat those purchases. Through our consumer communication efforts we continue to educate and inspire consumers to enjoy American lamb on a regular basis.
As the largest processor of American Lamb, we are continuing to aggressively invest in our facilities in order to increase production capacity and throughput at our Dixon, Calif. and Denver, Colo. plants. The upgrades being made at these plants will significantly increase our retail processing capability. While the demand has stretched our production teams, we are working hard to provide a continuity of supply to existing retail and foodservice American lamb customers.
At Superior Farms, we want to do all we can to help American Lamb producers achieve stability and certainty. Through livestock pricing programs and pioneering tools like Flock54 genetic testing we strive to help producers maintain higher levels of efficiency and profitability. For our customers and consumers we are dedicated to providing the best value through a superior eating experience and through innovative new products that make serving lamb delicious and easy. This is all done in the true spirit of partnership and to help cement a thriving future for all those who are part of the American Lamb industry.