According to new consumer research conducted by the American Lamb Board, nearly 70 percent of those surveyed prefer domestic lamb over an imported product. American Lamb Board executive director Megan Wortman is happy with that trend. “We have found that consumers lack awareness about how much imported lamb is in this market. I was really pleasantly surprised with the real positive trendline. We have shown that there is a preference for American (lamb).” The study also found consumers are willing to pay more for American-produced lamb.