'Time is ticking for lamb', according to farmers who say fewer people have been regularly eating the meat over the past 15 years.
Those over the age of 55 are making up the lion's share of the market, according to figures.
Over the past year households across the country are buying less lamb.
Now twelve young sheep farmers are championing Love Lamb Week to inspire consumers.
"We want to make sure that delicious lamb isn't on its last leg with young consumers," said 23 year old Thomas Vickers, an upland sheep farmer from County Durham.
"Whether grazing our moorlands, maintaining our marshlands or looking after our lowlands, sheep are very much a part of our British identity.
"The different landscapes in which sheep are raised means that almost every time you buy lamb, you're buying an artisan product packed with flavour and nourishment."
Phil Stocker, National Sheep Association chief executive said: "A strategically planned Love Lamb Week is a brilliant way to bring focus to many existing lamb promotional activities.
"NSA is pleased to be working with AHDB to drive activity on social media, encourage local and farm-based events and target media in the lead up and during the week to point consumers in the direction of lamb during its peak season."
