To enhance producers' returns and provide consumers with safe, premium lamb and related products by encouraging Ontario sheep producers to provide a quality, year-round product through ongoing marketing, promotion, advocacy, and education.

KEY STRATEGIC DIRECTIONS
Marketing and Promotion

• To market and promote Ontario lamb and wool in order to
  • Enhance the profitability of existing markets
  • Expand existing markets and develop new markets
  • Protect existing markets from potential threats
  • Displace imports
  • Increase domestic demand

Organizational Development

• To build a well-managed, financially sound organization that is responsive to the needs of producers and other partners.
• To provide a professionally and personally rewarding work environment in which staff receive recognition for their essential role in translating OSMA's strategic directions into action.
• To canvas dairy sheep producers and OSMA District Committees to determine producer interest in including dairy sheep within OSMA's marketing plan.

Advocacy

• To stimulate new opportunities for the sheep industry, develop new partnerships, and promote and protect the interests of producers and other industry partners.
• To co-operate and collaborate with industry partners including suppliers, processors, retailers, livestock auctions, transporters, Government, research institutes in promoting the sheep industry and developing new products (Industry Advisory Committee).

Research

• To foster industry development and growth, and enhanced product quality, producer efficiencies, and innovative management practices through applied research and industry intelligence.

Education

• To improve the long-term viability of producers' operations through educational programs, technology transfer and training in good production and management practices.