Farmers urged to get behind Love Lamb Week

Farmers across the country are being asked to get involved in this year’s Love Lamb Week campaign to keep the spotlight on sustainable farming methods and foster consumer support during lamb’s peak season.

This year’s campaign is led by Quality Meat Scotland (QMS) with support from AHDB in England, Hybu Cig Cymru (HCC) in Wales, and the Livestock and Meat Commission for Northern Ireland, alongside other key stakeholders, including the National Sheep Association (NSA), Red Tractor and the NFU.

Returning for its tenth year, the campaign will run from 1-7 September, focussing on lamb’s versatility and nutritional value, and the farmers and landscapes involved in its production.

See also: Love Lamb Week returns to help revitalise red meat sector

“It’s a great opportunity to celebrate lamb and the farmers and climate we have in the UK which makes it the perfect place to rear lamb,” said Emma Heath, marketing director at QMS.

NFU livestock board chairman David Barton added: “Love Lamb Week is a great chance to celebrate the vital role sheep play in shaping our iconic landscapes, from the hills in the uplands to the rolling lowlands.”

Spotlight on lamb production

Love Lamb Week was launched a decade ago by Cumbrian sheep farmer Rachel Lumley to encourage lamb consumption during peak season.

The NSA has been involved with the campaign since its inception and has been working with sheep farmers to keep the spotlight on lamb production.

NSA communications manager Katie James said: “We know the campaign’s real success is driven by farmers sharing their personal stories, highlighting their commitment to sustainable farming, and showcasing the delicious, nutritious product they work so hard to produce.

“At the same time, they are working to preserve and enhance the UK’s landscapes, ensuring public access, biodiversity and helping support their local communities.”

Authentic voices

The campaign also encourages sheep farmers from across the UK to be active on social media, using their voices to connect with consumers and helping them to understand where there food comes from.

Exmoor sheep farmer Rosie Bloor, in her role as Love Lamb ambassador, regularly posts content on the Love Lamb Week social media platforms, including Facebook, Instagram and X, to spread the word during the campaign period.

Ex-Wales and British Lions rugby player, Jonathan “Fox” Davies has also joined promotional efforts as a Welsh Lamb ambassador. While influencer couple @girlcooksboybakes will release new recipe content working with HCC.

Tool kit

A Love Lamb Week campaign toolkit will be widely shared to help spread the campaign’s messages, providing stakeholders with Make it Lamb logos and social media assets to use on their platforms and share with their networks.

The assets include recipes, information about farmers, landscapes and climate in relation to lamb production, plus additional information for butchers.

Each levy board will be highlighting Love Lamb Week through their own  activity, including specific social media campaigns, new recipes, stickers and farmgate banners, as well as resources for teachers and consumer sampling.

For more information and to order your toolkit visit the NSA website.