Superior Farms

Sustainable Lamb Farming: Nurturing the Land and Fostering Healthy Flocks

In an era marked by growing environmental awareness and concerns about animal welfare, sustainable farming practices have become increasingly important in the agricultural industry. Sustainable lamb farming, in particular, holds immense potential to produce high-quality meat, promote ecological balance, and ensure the well-being of livestock. This blog post from Superior Farms delves into sustainable lamb farming, exploring the principles, practices, and benefits of nurturing the land and fostering healthy flocks.

The Importance of Sustainability in Lamb Farming

Sustainability lies at the heart of responsible lamb farming, encompassing practices prioritizing environmental stewardship, animal welfare, and economic viability. Producers can minimize their ecological footprint, conserve natural resources, and promote ecosystems’ long-term health and resilience by adopting sustainable farming methods. Sustainable lamb farming also involves ethical considerations, such as ensuring the humane treatment of animals and fostering a symbiotic relationship between farmers, livestock, and the land.

Regenerative Agriculture

At the core of sustainable lamb farming is regenerative agriculture, which seeks to restore and enhance the health of ecosystems through holistic management practices. These practices include rotational grazing, cover cropping, soil conservation, and biodiversity enhancement, all of which work together to improve soil health, sequester carbon, and enhance ecosystem resilience. By mimicking natural processes and cycles, regenerative agriculture fosters a harmonious relationship between agriculture and the environment, resulting in healthier landscapes and more sustainable food production.

Holistic Livestock Management

Prioritizing Animal Welfare and Health: In sustainable lamb farming, animal welfare is paramount, with farmers implementing practices that prioritize the health, comfort, and well-being of their flock. This includes providing access to pasture for grazing, ensuring clean water and shelter, and minimizing stress and confinement. Holistic management techniques, such as rotational grazing and predator control, benefit the animals and contribute to the land’s health and vitality. By treating livestock with care and respect, farmers can create healthier, more resilient flocks that thrive in their natural environment.

Local and Regenerative Food Systems

Sustainable lamb farming is closely linked to the broader movement towards local and regenerative food systems, emphasizing the importance of community-based agriculture, direct marketing, and transparent supply chains. By connecting farmers directly with consumers, these systems promote a deeper understanding of where food comes from and how it is produced. Consumers can support sustainable lamb farming by purchasing meat that is raised by local producers, participating in community-supported agriculture (CSA) programs, and advocating for policies that support regenerative agriculture and small-scale farming.

The Future of Sustainable Lamb Farming

The demand for ethically produced and environmentally friendly food has been on the rise for a while now, and the future of sustainable lamb farming looks promising. Farmers who embrace regenerative agriculture principles, prioritize animal welfare, and foster connections with consumers can be crucial in building a more resilient and sustainable food system.

Farmers can focus on rebuilding soil health, increasing biodiversity, and reducing greenhouse gas emissions by adopting regenerative agriculture methods. This approach enables the land to regenerate and become more productive over time, leading to better yields, healthier animals, and a thriving ecosystem.

Prioritizing animal welfare is another key aspect of sustainable lamb farming. Farmers can ensure that their animals have access to fresh air, clean water, and nutritious food, providing adequate living space and reducing stress. This ensures that the animals are treated humanely and results in healthier and more productive animals.

Fostering connections with consumers is also critical. Farmers and suppliers can build trust, share their knowledge and expertise by engaging with their customers, and provide high-quality, sustainably produced food. This helps consumers understand the value of sustainable farming practices and encourages them to make more informed choices about their food.

Through education, collaboration, and innovation, sustainable lamb farming can transform how we produce food and our relationship with the land and the animals that sustain us. Farmers like those partner with Superior Farms who and embrace sustainable practices can help build a more resilient and sustainable food system that benefits everyone.

Superior Farms

Different Cuts of Lamb for Every Dish and Budget

Lamb is a very flavorful meat, but proper preparation is essential to getting the best taste and texture possible. This guide to the different cuts of lamb by Superior Farms gives simple tips for choosing the right lamb for every dish, and tips for cooking it to perfection.

Superior Farms

Lamb shoulder cuts

Lamb shoulder is readily available, affordable, and packed with flavor. However, it contains a lot of connective tissue, so it needs to be cooked long and slow over low heat for it to become tender and moist.

For stews, choose meat that’s against the bone—it is more tender, and the bone adds flavor the broth. If the chunks are too large, cut the meat against the grain. Marinades that contain some acids, such as wine or lemon, can also help tenderize the meat.

Sear the lamb shoulder chunks to lock in the juices and add depth to the flavor. Then, cook it in the oven over low heat in a Dutch oven or any good, heavy pot that can maintain temperature well. Alternatively, use a slow cooker.

Whole lamb shoulder is fantastic for roasts. It is less expensive than lamb leg, and less likely to dry out if accidentally overcooked making it a “safer” choice for beginner cooks.

It is best to let the lamb marinate overnight and slash the skin to allow some of the herbs and spices to penetrate the meat. During roasting, start with a high heat to brown the skin and then lower the temperature and roast for about 4 to 5 hours.

Lamb chops

Lamb chops are one of the more expensive or “premium” cuts of lamb. It is cut from the rib and is very tender and has a good amount of fat marbling – adding flavor and moisture.

Do not waste such a prime cut by overcooking or drowning it with heavy spices. Instead, season with salt and pepper and a few simple spices. From there, it can be grilled or seared on the pan.

High quality lamb chops are best cooked medium rare, since overcooking will dry it out. It is traditionally served with a gravy, sauce or side condiment like mint jelly. Sauces with a balance of tartness and sweetness can help cut through the gaminess and oiliness.

Lamb racks can also be served French-trimmed, where the meat is trimmed away from the tips of the bones. It does look impressive on the plate and makes it easier to eat “lollipop style”.

Loin chops

Loin chops are cut from the meat behind the ribs, near the lamb’s waist. Once the bones are trimmed off, the meat looks like a “saddle”. It can be cut in a long slab and then rolled to make a roast, or into thick loin chops.

Loin chops are excellent for grilling and barbecuing. It has less natural flavor and moisture than meat near the ribs, so it is necessary to marinade them beforehand to infuse as much flavor as possible, and then keep the fire low and steady.

Lamb Sirloin

Cut form the back of the lamb, it is quite lean and tender, and has less fat and cholesterol. It is best to cut lamb sirloin into thinner slices and then cook it quickly on a hot pan, so the sudden heat locks in the juices.

Or it can be made into a roast or thick chops and then roasted in the oven for 20 minutes—far shorter than the cooking time for shoulder cuts.

Superior Farms

Lamb leg

Lamb leg is a sure crowd-pleaser and can be the centerpiece of any special meal or dinner party. It is packed with flavor, and it can go well with a number of spice marinades and even glazes.

Lamb legs are lean muscles, so it can become very tough and dry when overcooked. Brining it beforehand can also help tenderize it, and help flavors penetrate. Once it is ready to roast, rub it well with a dry herb marinade then place it in the oven. The key is to keep it at a low, even temperature and periodically baste it.

Bone-in lamb tends to stay moist and is generally easier to roast. However, more advanced cooks can try butterflying the leg to improve presentation.

Lamb shanks

Shanks are cut from the bottom part of the front or hind legs (hence, foreshanks and hindshanks). These are best for slow-cooked stews. The meat has a lot of collagen, which can melt and thicken the stew. Many recipes call for adding wine or stout to add depth to the flavor and help to balance the smell and taste.

Aside from cooking in a slow-cooker or a big heavy pot, lamb shanks can also be cut into smaller chunks and cooked in a tagine.

Superior Farms

Food and Dining Trends for 2022

It’s been decided. 2022 is a year for recovery, rebuilding, and good eating.

Learning about new cuisines and trying experimental flavors show how we’ve all gotten interested in fresh ways of thinking about food, and below, Superior Farms takes a look at some of the latest trends in dining this year.

No-Fuss Food

The pandemic and subsequent lockdown gave us time to develop our culinary skills but now things are returning to normal, we’re seeing a rise in people wanting quick, no-fuss meal solutions.

That’s why 2022 is already seeing a rise in meal kit purchases, high-quality ready-meals, and food solutions that are still tasty and enjoyable, but that don’t require hours of preparation.

Meal prepping ahead of schedule is on the rise, too, however, as we use the weekends and other free time to put together meals for the week.

Staying at Home is Here to Stay

We might not be governmentally mandated to stay home any longer, but while quarantine sanctions have been lifted, many of us are still choosing to dine at home.

It means that restaurants are having to diversify their businesses to not only encourage the return of dine-in customers but greatly improve their takeout and delivery services. This way they don’t lose customers, and customers don’t lose out on their favorite cuisines.

Sustainable Solutions

We’ve all come out of the pandemic more aware of the world around us, and our impact on it. This has led to many of us making more conscious decisions around not just the kind of food we eat, but where it’s sourced.

It’s what’s leading people back to naturally-raised foods, such as fresh lamb from American farms using sustainable and innovative methods in their production, as companies live the change they wish to see in the world.

It’s why we’re seeing a huge rise in mushrooms, too. They’re the food we can’t seem to get enough of now, and it’s so easy to grow them at home and accompany them with our favorite meats or even enjoy them on their own.

Superior Farms children mixing ingredients

Experimenting with Flavors

Restrictions on travel have left us with a wanderlust we’ve not been able to satisfy for a while, but we can go some way to alleviating the craving for the exotic by introducing new spices and flavors in the kitchen.

Whether it’s a hearty lamb broth dashed with paprika and Worcestershire sauce, an umami-rich seaweed salad with garlic-infused hot oil, or a tart, earthy shot of hibiscus in your favorite cocktail, 2022 is a time to experiment with the kinds of flavors we might never have tried before.

Watch out for the ‘swicy’ trend, too – swicy is the buzz word of 2022 and means a mix of sweet and spicy sensations in one.

One thing’s for sure: we’re excited to see where 2022 takes the culinary world, and we’re sure that with the best quality, sustainable ingredients, we’ll be able to enjoy some wonderful dining moments.

Superior Farms

Superior Farms Explores Using Lamb for Dishes Inspired by Multiple Cultures

Lamb is continuously touted as one of the most versatile proteins on the market- and for a good reason. Not only is does its flavor profile lend itself well to a variety of seasonings, but it also stands out as a staple protein in many cultures across the globe. Superior Farms acknowledges that, as lamb grows in popularity in the US, people have started to look towards other cultures’ cuisines to fully unlock the potential of lamb in their meals. Here, Superior Farms includes a few different cuisines where lamb is popular and how home cooks can utilize tried and true techniques to make delicious meals.

Greek Lamb for Bright, Fresh Flavor

Lamb has remained a staple in Mediterranean culture for centuries, and it is not hard to imagine why. Its flavor profile meshes perfectly with many of the spice blends that are used throughout the region, and it similarly pairs well with the fresh ingredients often found in Mediterranean cooking as well. Greek food is a prime example of how a lamb chop can be treated expertly with a few simple ingredients to create a delicious flavor profile. While there are multiple ways that one can marinate lamb for Greek cuisine, many will utilize lemons, olive oil, garlic, oregano, thyme, salt, and pepper. By mixing these ingredients together, home cooks can create an excellent flavor profile for their lamb chops. Simply marinate the lamb for 4 to 5 hours and cook as you would normally.

Indian Lamb for a Rich, Hearty Meal

Lamb is a popular protein for Indian curries, as its flavor works wonderfully with the depth that a simmered, spice-rich sauce can provide. One of the benefits of using lamb for Indian curry dishes at home is that you often will not need to marinate ahead of time to get the taste just right. Most effort will, instead, go into developing a sauce that the lamb will absorb the flavor of over time. By caramelizing onions and sauteing ginger and garlic, home cooks can create the base for an amazing lamb curry. From there, it is as easy as sauteing pieces of lamb leg or shoulder to get a good sear on the outside. Then add ground coriander, cumin, paprika, cayenne, and tomato, stirring in yogurt and enough water to cover the meat. Cover and cook for an hour, stirring every 15 minutes to get delicious and tender lamb. Lamb curry is a great meal for experimenting because it does not require much active cooking time.

Turkish Lamb for a Spicy, Flavorful Bite

Lamb is popular for grilled meats or kebabs in a variety of Middle Eastern countries. As a result of its popularity, there are several different methods for marinating lamb for a flavor-rich bite. Some Turkish kebabs utilize spicy marinades, which home cooks can build with ingredients such as garlic, olive oil, tomato paste and a variety of spices. Paprika, cayenne pepper, cinnamon, cumin, thyme, and black pepper are all incredibly popular in spice mixes for marinades. By marrying these flavors and giving 1-inch chunks of lamb leg around 2 hours to properly take on the profile of the marinade, home cooks can grill kebabs that rival their favorite restaurants.

Superior Farms recognizes that there are an astonishing number of ways that lamb can be cooked, and the above list represents but a small selection of the options available for those wishing to experiment with the protein. With just a bit of practice and a willingness to learn from other cultures’ preparations of lamb, a home cook can develop a strong repertoire that gives way to thousands of possibilities.

Superior Farms

Superior Farms Discusses Why Families are Opting for Lamb This Holiday Season

Superior Farms knows that the holidays are looking a bit different this year for many of us. While gatherings may be smaller than usual or facilitated by online means, one thing will remain the same- people still want great food. Turkey is certainly one of the most popular proteins for Thanksgiving, but it is not the only protein that is worthy of gracing the table. American families looking to shake things up this year are looking at a variety of other options, including American lamb, to bring some new flavors to their holiday meal. Here, Superior Farms details a couple reasons why this is the case.

One reason that some families are opting for lamb this holiday season is because it cooks more quickly in the oven than some other proteins. The holidays typically have us preparing a long list of sides, many of which will take up coveted space on the stove or in the oven. With lamb, quicker cook times mean that you can spend less time babysitting your protein and pay more attention to making side dishes just as flavorful. Superior Farms notes that cook time is not the only place where a home chef can shave a few minutes off their mealtimes when cooking with lamb. Because lamb is naturally tender and flavorful, there’s no need to inject it when baking. Basting can be done to keep the lamb moist and absorbing flavor, but marinades, injections, and the constant watching associated with poultry can be avoided by going with lamb instead.

  Another reason that families are adding lamb to their holiday menu is because this year feels like a great time to experiment a bit. We are all aware of the impact COVID-19 is having on many of our holiday celebrations, with some of us opting for smaller scale meetings and others deciding to keep the festivities among members of our immediate household or through online means. With breaking from some elements of tradition, home-chefs are getting more experimental with what they put on the dinner table. For families that eat lamb less often than other proteins, Superior Farms suggests this holiday is the perfect time to discover it. It also has a flavor profile that lends itself to either culinary experimentation or doubling down on tried and true holiday flavors.

There is a wide variety of foods that would be suitable for your table this holiday season, and you and your family cannot go wrong if you are choosing options that bring comfort. Superior Farms hopes that everyone stays safe over the holidays and takes the time to share joy with those who matter most.

Superior Farms

Superior Farms Explains Why Lamb is a Healthy Choice

Superior Farms lamb in red baking dish

Superior Farms is the leading provider of American lamb. You may have never tried lamb but it is a very versatile red meat that is most common in Mediterranean, and American diets. You may be thinking… is lamb a healthier meat choice? The short answer is Yes. Why? Lamb contains many vital nutrients such as zinc, iron, selenium, and vitamin B12 and is an excellent source of protein. Red meat can sometimes get a bad rep but having high quality grass-fed lamb can be an excellent source of protein and a great part of a balanced diet.

Excellent Source of Iron

The iron contained in lamb is Heme iron, Heme iron is the more absorbable form of iron so consuming this specific iron may help improve and prevent iron deficiency and anemia symptoms.

Vitamin B Power House

Lamb is a great source of B12. Only 3 ounces of lamb meat will provide half of most people’s daily B12 requirements. Other than B12 lamb is loaded with many other essential B vitamins such as vitamin B6, niacin vitamin B3, riboflavin vitamin B2, and pantothenic acid B5. B vitamins help cell health, energy levels, good eyesight, healthy brain function, good digestion, healthy appetite, proper nerve function.

Incredibly Nutrient Dense, and Benefits Immune System

Lamb contains zinc which is an immune boosting vitamin that is essential to your immune health. The amount of healthy fats and nutrients in lambs make it incredibly nutrient dense.

Anti-Inflammatory Effects

Lamb also contains a significant amount of Omega-3 fatty acids which have anti-inflammatory effects. Grass-fed lamb like Superior Farms helps provide conjugated linoleic acid (CLA). CLA is essentially a group of chemicals found in fatty acid called linoleic acid. CLA has been proven to aid in fat loss, improve lean muscle mass, and be a potential cancer fighter.

Protein Power House

The protein content of lean, cooked lamb is usually 25-26% which means it can be very beneficial to consume for muscle recovery. Protein has so many amazing benefits including slow burning sustainable fuel for humans, muscle recovery and building muscle. The protein found in lamb is made of essential amino acids that are essential to most diets.

If you have not yet given lamb a chance you should. Lamb has so many incredible benefits, which make it a healthy alternative to other red meats. Superior Farms prides itself on providing high quality grass-fed lamb to their customers in order to give them the best nutrients.

Superior Farms

More Shoppers are Discovering American Lamb

Lamb chop from Superior Farms on grill with rosemary sprig

It is no question that we have been experiencing challenging times, but during these challenging times the American spirit has continued to shine through. The essential employees that have worked tirelessly to ensure that food is put on America’s table have remained truly inspiring in their dedication. Superior Farms is proud to be a part of this vital food chain that begins with the family farms that raise the lamb and extends to the production workers, truckers, warehouse workers, butchers, buyers, and front line retail employees. All combining their efforts to ensure that the supply of American lamb remains uninterrupted.

Superior Farms has experienced a busy few months as both the COVID-19 virus and recent holidays such as Easter, Ramadan, and Passover have increased consumer demand for lamb. Our premium cuts, case-ready solutions, and value-added products in particular have proved themselves extremely popular as consumers continue to add lamb to both their baskets and menus at home.

Superior Farms is grateful to be partnered with the best regional and national supermarkets and supercenters that our country has to offer. We are also finding that both new customers and return customers alike are enjoying the ease of preparation, handy portion sizes, and versatility that lamb offers in a variety of different recipes and cuisine styles. Some of our popular cuts such as loin and shoulder chops have always been mainstays, but we are also finding that our new customers are enjoying preparing meals such as delicious lamb burgers on the grill and shanks and stews in their Instant Pot®. Items like seasoned butterflied legs and cook-in-bag roasts have made meal prep quick and easy for novice and expert cooks alike.

The marketing team at Superior Farms has been hard at work posting recipes and cooking videos as well as collaborating with food bloggers and influencers to spread the message on how simple American lamb is to prepare. And, with grilling season finally upon us, now is the perfect time to feature lamb at your next outdoor BBQ.

Superior Farms is looking forward seeing a continued growth in popularity of American lamb at retail across the country. Superior farms, speaking on behalf of the many family farms that produce high quality American lamb for consumers across the nation, would also like to thank you for your continued support!

Superior Farms

Superior Farms Discusses its Commitment to Rising to the Challenge

Superior Farms lamb
Source: vipavlenkoff

Superior Farms would like to extend its most sincere sympathies to individuals that have been negatively affected either physically, financially, or emotionally by the current crisis. At Superior Farms, the continued safety of its employee-owners is immensely important. Because of this, very early on in the crisis, extraordinary precautions were taken to ensure their wellbeing, and the company is fortunate to find that none of its more than 470 employee-owners have been seriously affected the COVID-19 crisis as of late.

Superior Farms recognizes that this pandemic presents a host of difficulties for both its food service customers and the American lamb industry. In the last week of March, as stay at home orders and social distancing measures were implemented across the country almost overnight, restaurants all over shut their doors and as much as 50 percent of the industry’s revenue was impacted. The implications of this reality are not lost on Superior Farms, and the company has established a list of core objectives during this time. For example, Superior Farms has noted the increase in demand in retail demand for American lamb and has worked tirelessly to meet these demands to the benefit of consumers across the country. To this point, Superior Farms has also made it an objective to get its product to retail customers quickly by efficiently processing as much lamb as possible at its facilities. Ensuring that the company can support food service customers in any way possible and devote the necessary energy to prepare for their eventual reopening is another objective that Superior Farms upholds through the ever-changing landscape of the current situation.

Superior Farms is optimistic that these challenging times can be successfully navigated. Optimism can seem naïve to some, but Superior Farms and its dedicated team choose optimism as their preferred way to respond to the challenges that the COVID-19 crisis present to them. This is because Superior Farms acknowledges how much more powerful resolving to do something in response to tough situations is than saying that there is nothing that can be done to change the tide of an unfortunate situation. Every day, each of Superior Farms’ employee-owners do everything that they can to ensure that the company can meet the growing needs of our valued, loyal customers. As the COVID-19 crisis continues, it is important to remember that we are in this together and that we, together, will continue do what is necessary to succeed and come out of this stronger than ever.

Superior Farms

Superior Farms and Expanding Potential

Superior Farms

Superior Farms is always operating from the standpoint that the limitations that we place upon ourselves undoubtedly play a role in effecting our potential. In a story told by Nick Saban, acclaimed college football coach, the topic is touched upon in a humorous but effective way. In the story, Saban depicts his childhood in West Virginia, being unable to catch any fish despite his best efforts. An older child nearby was not having the same problem, catching a wide variety of sized fish but, puzzlingly, throwing the bigger fish back into the river. When Saban finally reached the point of frustration, he asked the older boy why he was keeping the small fish as opposed to the large ones. The boy’s reply was that it was because he only had a 9-inch frying pan—he wouldn’t have enough room to cook larger fish.

The small anecdote brings one to the conclusion that the arbitrary limitations that we impose on ourselves in life can impact our growth, potential, and results. With restrictions comes untapped capacity for going above and beyond, but there is always the ability to grow our frying pan by venturing out of our comfort zone in pursuit of higher ambitions and results.

Superior Farms knows that the recipe for growing our proverbial frying pan is often linked to failure. Commonly, the best way to learn the skills that allow us to take the limiters off our own performance is to fail fast and frequently, adapting from these failures in a way that pushes us towards a forward trajectory. Our frying pan can also be grown by progression, letting ourselves and our biases be changed by new ideas and experiences, consuming inspirational material, and meeting people that inspire our drive.

Superior Farms and its employee-owners are always learning from these mantras—acknowledging that with the discomfort that comes from leaving our complacent ways comes a natural progression that expands our pan. This is why Superior Farms is frequently engaging in new technological opportunities, ventures into new markets and consistently working toward creating both new products and improving upon mainstays. Sometimes there are failures or missteps along the way, but they all allow us to learn and use these lessons for the benefit of both our customers and industry partners. Superior Farms thanks all readers and customers for their continued support of American lamb and the industry.

Superior Farms

Superior Farms Discusses Retail Grocery Trends

Superior Farms

Companies such as Amazon have been making large investments into the home grocery delivery service industry, as noted with the continued growth of Amazon Fresh and similar resources for online orders. These strides have been ever prevalent since 2017, when Amazon acquired Whole Foods for $13.7 billion, solidifying their foray into the grocery sector. Other retail giants, such as Walmart and Kroger, are similarly following suit and emphasizing online grocery sales in their own ways as well.

These changes inevitably cause consumers to wonder what the developments mean for brick-and-mortar stores with most agreeing that, while physical stores are certainly not going anywhere anytime soon, the growth in online sales revenue from home deliveries points to interesting changes in a once fairly static industry.  For example, CNBC has reported that Walmart experienced a 41 percent increase in online sales in 2019’s third quarter, anticipating a growth of 35 percent for the full year when compared to that of 2018. Walmart and Kroger predict that, by 2025, ten percent of total sales will come as a result of online delivery service. These findings point to the population’s growing acceptance of online grocery deliveries.

Superior Farms, as America’s leading lamb marketer and processor, has seen changes due to the developing trend of online grocery service as well in the past year as well. For example, Superior Farms experienced a 28 percent growth in sales in 2019 when compared to 2018, in part due to Amazon Fresh’s online delivering strategy. Superior Farms expects that the trend will only continue, as lamb’s popularity and versatility as a protein becomes more evident and more online grocery delivery sales include lamb as Walmart and Kroger take leaps into the online grocery sector.

The home grocery delivery space is not without its challenges, however, as some consumers hesitate to trust a deliverer to peruse fresh items such as meat and produce and select the best quality available. Still, the intrinsic benefits of online ordering are largely winning out, as consumers are enticed by quite a few aspects of the practice. Most notably, the convenience factor of ordering online and having groceries delivered is very appealing.  Consumers also cite benefits such as the ability to keep track of spending as contributing factors to their increasing acceptance of online grocery delivery.  In addition to monitoring spending habits, consumers are becoming more at ease with having their fresh meat and produce selected by a delivery worker.

While some of the projections for the grocery industry and online grocery delivery are speculative, one thing that is for certain is that Superior Farms continues to provide top-quality product to customers, whether those customers be brick-and-mortar retailers or online.