This year’s Love Lamb Week, which runs from September 1-7, will see a raft of industry activity to celebrate lamb, its versatility and nutrition, and the farmers and landscapes involved in its production.

A decade on from the launch of Love Lamb Week, Quality Meat Scotland (QMS) is leading this year’s campaign with support from Hybu Cig Cymru – Meat Promotion Wales (HCC) in Wales, AHDB in England, and LMC in Northern Ireland alongside other key stakeholders.

Emma Heath, Director of Marketing for QMS said: “We are delighted to be working collaboratively with the other levy boards and the wider stakeholder group, including the National Sheep Association (NSA) and National Farmers’ Union (NFU). 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.”

Love Lamb Week was launched a decade ago by Cumbrian sheep farmer Rachel Lumley to encourage lamb consumption during peak season. The National Sheep Association (NSA) has been involved with the campaign since its inception and over recent years has worked with Exmoor sheep farmer Rosie Bloor in her role as Love Lamb Ambassador. Rosie regularly posts social content on the Love Lamb Week platforms to spread the word during the campaign period.

Commenting on HCC’s involvement in Love Lamb Week, Pip Gill, Brand Engagement Lead at HCC said: “We are looking forward to championing Welsh Lamb during this year’s Love Lamb Week as the campaign celebrates its tenth year. Love Lamb Week is an important grass-roots initiative and falls within our annual Welsh Lamb consumer campaign whereby we promote Welsh Lamb whilst it is at its peak availability.”

NSA Communications Manager Katie James added: “As we reflect on 10 years of championing lamb production and UK sheep farming, we know the campaign’s real success is driven by farmers themselves 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.

“This week, we are encouraging sheep farmers from across the UK to be active on social media, using their own voices to connect with consumers. These authentic stories resonate with the public, helping them better understand where their food comes from and inspiring them to choose lamb and mutton more often.”

Each levy board will be highlighting Love Lamb Week through their own individual activity.

Welsh levy body HCC will run a paid media campaign called ‘Experts in their field’, including TV, digital, out of home, social media, YouTube, advertising and storytelling , including working with Sky with Ad Smart work and retailers. Its website will feature new recipes, and it will send a dedicated ‘Make it Lamb’ consumer newsletter, showcasing farmer stories and the new recipes. Its Welsh Lamb ambassador, Jonathan ‘Fox’ Davies will also be involved, while influencer @girlcooksboybakes will release new recipe content.