Excerpts from the report Introduction: As part of an overall plan to assist the producers of wool and lamb in promoting the use of their products, the Department of Agriculture conducted a one-city consumer survey in Cleveland, Ohio, in order to evaluate consumers’ preferences for and attitudes toward fresh lamb. To date, little information of a qualitative nature has been available as to the factors which affect and influence the home consumption of lamb. Quantitatively, per capita consumption of meat in the United States, wholesale dressed weight, was about 153 pounds in 1954; lamb comprised but 4 ½ pounds of this total. The purpose of this report is to describe the patterns of use and consumers' opinions of lamb in Cleveland, Ohio. It is believed that the information obtained from this study will have broad applicability. It should indicate where additional attention is likely to be most effective in improving the sale of lamb and thus enable the industry, including producers, processors, and distributors, to orient their advertising and sales promotion activities more efficiently.