Dozens of Scottish sheep farmers will venture into city centres and supermarkets across the country this weekend in a bid to encourage shoppers to taste Scotch Lamb.

Producers from Tain and Inverness in the north to Stranraer and Galashiels in the south will man barbecues, hand out samples to consumers and tell them the “story” of natural lamb from Scotland’s hills.

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National Sheep Association (NSA) Scotland chairwoman Sybil MacPherson will join other producers and a chef in Oban to hand out mini lamb-burgers and kebabs outside the town’s Tesco.

She said the NSA had organised similar tastings at the Royal Highland Show where passers-by were told about the high hills and pastures of natural grasses and herbs. She said many consumers had initially been hesitant to try the meat.

“They weren’t in the habit of eating lamb, but when they sampled it we saw the amazement spread over their faces. The taste wasn’t what they expected. So it’s a worthwhile thing to do and we could do with more farmers taking part,” she said.

Aberfeldy Sheep farmer Martin Kennedy will be at the Morrisons Store in Perth as part of the NFU Scotland, QMS and NSA promotion on Sunday. He said producers would talk to the public about what goes into putting fresh Scotch lamb on their plates.

“We are justifiably proud of the lamb we produce in Scotland, and by tempting shoppers with a wee taste of this fantastic product, we hope to remind those who regularly buy lamb about what a fantastic, versatile meat it is,” he said.

“At the same time, there is a new generation of shoppers out there that we want to encourage to love Scotch lamb.”

Scotch Lamb will also feature in the cookery demonstration at Ayr Flower Show and several famous restaurants in the Borders will have lamb dishes on their menu.

Earlier this month Miss Scotland, Ellie McKeating (pictured), launched the campaign during a visit to Perthshire hill farm, Tillyrie, near Milnathort, where Mark Thomson and his family run 400 ewes.