The National Sheep Association (NSA) has said this year's Love Lamb Week 2017 is about celebrating everything that is tasty about British lamb.
Now in its third year, the week-long initiative from 1st to 7th September will bring together a dedicated week of lamb promotional activity from farmers, butchers and retailers.
Farmers have recently said that 'time is ticking for lamb', who say fewer people have been regularly eating the meat over the past 15 years.
The NSA Next Generation Ambassadors, a group of young sheep farmers passionate about producing quality British lamb from all corners of the UK, will be one of those hoping to change that.
Richard Taylor, sheep farmer and NSA Next Generation Ambassador from Coresham, Wiltshire says: “Selling lamb directly to the consumer means I experience enthusiasm for delicious British lamb every time I interact with the public, which is encouraging but I’d like to see this on a larger scale. Love Lamb Week is a fantastic opportunity to promote our product to even more people.”
Mr Taylor has recently set up a direct selling business, producing, processing and selling lamb at several functions and events in his local area.
Currently, he puts North County and Welsh Mules to Texel, Suffolk and Hampshire Down rams, but he has a growing interest in the Hampshires and is looking to add a pedigree flock.
'Everyone can get involved'
As well as encouraging farmers to get involved in the campaign, the NSA is working with AHDB Beef & Lamb and other industry bodies around Love Lamb Week to get consumers to cook lamb.
Phil Stocker, NSA Chief Executive, says: “NSA is pleased to be backing Love Lamb Week, and thrilled to be able to put forward the NSA Next Generation Ambassadors to lead the way in promoting activity from 1st to 7th September.
“The beauty of the campaign is that everyone can get involved, as much or as little as they’re able to. If the week inspires consumers to try a lamb dish they wouldn’t have otherwise, it has severed its purpose.”
'Healthy food'
Nick White, Head of Beef and Lamb Marketing at AHDB, says: “Shoppers are looking for easy ways to cook healthy food. To increase their love for lamb we’ve created simple recipes with lamb leg steaks, which can be cooked in no time at all – whether that be on the bbq, as part of a curry or even added to a salad.
“A partnership with Mumsnet this year aims to take the worry out of cooking lamb, helping mums and dads to learn how to cook this versatile meat for their kids and develop Britain’s next generation of lamb lovers.”
The sheep industry is encouraging people to share their lamb dinners on Facebook and Twitter using the hashtags #LoveLamb and #LoveLambWeek.
