COLUMBUS, Ohio — Older lamb and mutton can be a tough sell, and the American Lamb Board’s (ALB) Demand Creation Committee is trying to change that with new recipes developed in conjunction with The Ohio State University.

"This is a way for direct marketers who sell to farmers’ markets and ethnic markets, those who sell freezer lamb, to create a product using meat from older sheep," said Nick Forrest, chair of the committee. "If a producer needs to get rid of some sheep, this is a great opportunity; instead of taking it to Producers Livestock and only getting 50, 60 cents a pound, he can make these recipes and sell the product for much more."

About two years ago the ALB came up with the Industry Roadmap Report to investigate what could be done to make the lamb market more profitable and sustainable, said Megan Wortman, executive director of the ALB. The Demand Creation Committee was a result.

"We’ve seen demand declining, imports rising," she said, "Now is the time we need to do something or in 10 years we won’t have an industry ... We have people looking at everything from product characteristics and quality to how we can produce the product more productively and reduce cost – what can we do as an industry to build more demand."

There has been growth in the nontraditional sector – ethnic markets as well as direct-to-consumer sales through farmers’ markets, and direct sales to chefs at fine dining restaurants, Wortman explained. Producers prefer doing their own marketing versus selling to an auction or packer.

Makes four servings

4 American lamb loin chops

1 tablespoon whole coriander seeds

1 tablespoon fennel seeds

1 tablespoon fresh thyme leaves

1-1/2 teaspoons black peppercorns

1-1/2 teaspoons smoked salt

1 bay leaf

Bring chops to room temperature (at least 30 minutes out of the refrigerator) before grilling. Preheat grill to medium-high. In a spice grinder (or coffee grinder), grind coriander, fennel, thyme, peppercorns, salt and bay leaf until fine. Sprinkle spice rub over lamb chops.

Grill chops for approximately 4-6 minutes per side. For medium-rare, remove chops from heat when thermometer registers between 130-135 degrees (or to desired doneness), being careful not to burn spice rub.

Rest chops, lightly covered, for at least 10 minutes before serving.

Makes eight servings

2 pounds ground American lamb

Salt and freshly ground black pepper

8 dinner rolls, or 4 large buns

Mayonnaise, as needed

Arugula leaves, as needed

3 tablespoons extra virgin olive oil

1 red onion, cut into thick slices

1 fennel bulb, cut into 1/4- inch slices

Salt and pepper, as needed

1 teaspoon minced rosemary

Zest of 2 lemons (pith removed, the rest finely chopped)

1 teaspoon honey

1 pinch red chile flakes

Preheat grill to medium-high. Brush onion and fennel slices with oil; season generously with salt and pepper. Grill over medium-high heat until onion and fennel caramelize and soften, showing grill marks.

Reduce heat; continue cooking onion and fennel until soft. Remove; cool, then finely chop. In a bowl, add grilled onion and fennel, rosemary, lemon zest, lemon, honey and chile flakes. Season to taste.

Gently form the lamb into 8 burgers; make sure meat is not compressed. Season generously with salt and pepper; grill to desired doneness.

Remove some of the bread from the rolls to make a better bread-to-burger ratio. Grill rolls briefly; cool. Spread both sides of rolls with mayonnaise, spoon on some of the onion relish, some arugula leaves and the cooked lamb burger.

Makes 6-8 servings

3 pounds boneless American Lamb leg, butterflied

Salt and pepper, to taste

2 cups Greek yogurt

1 small cucumber, peeled, seeded and grated on large holes of grater

1 tablespoon fresh chopped dill

1 tablespoon fresh chopped mint

1 tablespoon extra virgin olive oil

1-1/2 teaspoons red wine vinegar

1 teaspoon sea salt

1/8 teaspoon freshly ground black pepper

8 authentic Greek pitas (not pocket bread)

1 pint grape tomatoes, sliced

1 small cucumber, sliced

1 bunch mint leaves

Lay lamb leg open on a cutting board. Trim off visible fat. Season lamb generously with salt and pepper; allow to sit at room temperature for 30 minutes prior to grilling. Preheat grill to medium-high.

In a medium-sized bowl, combine yogurt, cucumber, dill, mint, oil, vinegar, salt and pepper; keep cold until serving.

Grill lamb leg to medium-rare (remove from heat when thermometer registers between 130-135 degrees, or to desired doneness). Rest lamb, lightly covered, for at least 10 minutes before serving.

Slice lamb across the grain into thin slices. Place some lamb slices in the middle of each pita; top with tomatoes, cucumber slices, mint leaves and Tzatziki sauce; fold pita like a taco.