Sheep farmers champion Love Lamb Week
Published:  08 August, 2017

The next generation of sheep farmers is calling on the next generation of shoppers to put lamb back on plates across Britain through Love Lamb Week. 

Twelve young British sheep farmers and shepherds are championing Love Lamb Week to inspire consumers and demonstrate how tasty, healthy and easy it is to cook.

Now in its third year, Love Lamb Week runs from 1-7 September and is organised by farming organisations, the Agriculture & Horticulture Development Board (AHDB) and the National Sheep Association (NSA), and is supported by the National Farmers’ Union (NFU).

This year’s campaign is focusing on the opportunity for the country’s retailers, restaurateurs and butchers to remind consumers how lovely lamb is.

Thomas Vickers, an upland sheep farmer from County Durham, said: “We want to make sure that delicious lamb isn’t on its last leg with young consumers.

“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 mean that almost every time you buy lamb, you’re buying an artisan product packed with flavour and nourishment.”

Renowned chef Chris Wheeler said: “Lamb is one of the tastiest and most flavoursome sources of protein and iron. It can be cooked in a variety of ways, adding a British touch to a Middle Eastern dish, starring as a tasty burger or bringing balance to a spicy curry. It’s much more than a Sunday roast or an Easter treat. Lamb can be part of the menu any day of the week.”

Phil Stocker, NSA 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.”

Those behind the campaign have also teamed up with parenting advice website Mumsnet.

Nick White, lamb marketer at AHDB, said: “Many families go into auto-pilot mode when shopping for food, buying the same ingredients, so the thought of trying something different can feel daunting – particularly when time and money is tight.

“We’d like to give mums and dads the confidence to cook lamb using leg steaks as an easy introduction. They are low-fat, relatively low-priced and can be cooked in less than 15 minutes. With advice from Mumsnet and recipes on Simply Beef and Lamb website, families can feed their flock with an easy and nutritious meal.”

As well as the Mumsnet partnership, the Simply Beef and Lamb Facebook and Instagram feeds will be sharing the love for lamb, highlighting simple and delicious recipes, including: the Lamb Leg Steak with Herb and Paprika Rub and a spin on a well-known classic, the Lamb Caesar Salad.