The sheep industry in the United States has been on a long decline. Sheep were popular here since the Pilgrims landed, but post World War II, the inventory started to tank. And has been ever since. In recent years, components of the Farm Bill have invested in figuring out why, and how to reverse the trend. This National Academy of Sciences consensus report, written in 2008, outlines an analysis of the problem and indicators of where things look to head in the future.
The Lamb Board was established in 2002, and has been investing significant effort in branding lamb (not the hot iron kind, but rather the marketing kind) to help it make a comeback. Given the beef industry’s powerful Beef, it’s what’s for dinner campaign, at some point, somebody must have realized lamb needs the same marketing oomph. Plus some, because it’s so far off the radar of most Americans, we can’t just encourage them to eat more of it; we really need to re-introduce Americans to the meat to get them to start eating it.
Of course this initiative needs to be paid for. So a law was introduced to tax sheep at the time of slaughter. It’s called the Lamb Checkoff. The beef industry also has a Checkoff program.