According to reports in the US media, the American Lamb Board is hoping it can entice the 5.7 million Muslims living in America and their $98 billion spending power.
Megan Wortman, the executive director of the American Lamb Board, said the board’s members had planned large media campaigns for "pasture-to-plate lamb" in Muslim hotspots, such as Detroit, Chicago and New York.
Lamb is not popular in the US, and the average American eats just 225g lamb a year. This compares with 22kg of beef and almost 41kg of chicken per person per year.