The Lamb Guys are sheep and cattle ranchers located in east central Wyoming. As members of the Mountain States Lamb Cooperative both traditionally raised and sold lambs to Mountain States Rosen Co. When COVID-19 struck and the country was shut down March 2020, the impacts were devastating to the sheep industry. Restaurant and Food Service sales which were more than 50% of lamb meat sales dropped to near zero. This at the peak marketing time for American Lamb and the largest supply of live lambs ready for market. With a significantly reduced demand, but a lot of lambs at peak quality the Lamb Guys decided to custom harvest their lambs rather than let them get overfat and lose quality. Selling frozen lamb and offering it direct to the consumer has long been a vision for the Lamb Guys. They saw the COVID shutdown as the catalyst to move beyond the vision to actual marketing. Response has been incredible, and their vision is now becoming a reality!