Love Lamb Week seeks promotional push from UK farmers

Love Lamb Week returns next month, and farmers are being asked to get behind the campaign and help promote the sheep industry.

The initiative will run from 1-7 September and encourages consumers to buy UK lamb, while sharing the stories of the farmers who produce it sustainably.

See also: Versatile sheep breed shakes up hill sector

This year, farmers are being asked to speak to butchers, pubs, restaurants and consumers in their area to encourage more people to buy UK lamb.

The National Sheep Association (NSA) is supporting the campaign, which started in 2015, along with the UK levy boards and farming unions.

The NSA’s Katie Evans said: “If every farmer can ask their local establishment ‘what are you doing for Love Lamb Week this year?’ the reach of the campaign could be grown even further.”

Toolkits to support promotion are available from all UK levy boards and the NSA is suggesting farmers make their local retailers and restaurants aware of their availability to help them with ideas on how they can get involved and promote the campaign.

Ways to get involved

  • Use Love Lamb Week resources, available soon from AHDB Beef & Lamb
  • Visit your local farm shop, butcher or pub and ask them to promote local lamb on the specials boards for the week to celebrate
  • Social media: Find @LoveBritishLamb on Twitter and Facebook and share Love Lamb Week content
  • Tell your story: Post pictures and videos using #LoveLambWeek and #LoveLamb

The AHDB will send 3,000 kits to high street butchers and farm shops, which will include posters and recipe cards to put on display.

Rebecca Miah, AHDB strategy director for beef and lamb, said:

“British farmers understand managing their livestock in a considered and sustainable way is a key responsibility – which they continue to embrace.  They are doing this with progress made in recent years in areas, such as grassland management and genetics.

“Through the Love Lamb Week campaign, the sheep sector can shine a light on the journey to deliver prime lamb cuts to consumers across the length and breadth of the country. The best people, delivering the best produce.”

See more