Love Lamb Week to reach larger-scale audience
Published:  23 August, 2017

With the run-up to Love Lamb Week (1-7 September) reaching its climax, the supply chain is being called on to get behind the campaign. 

Farmers, butchers and retailers alike will support the event, aimed at increasing awareness of lamb among consumers. Leading the brigade will be the National Sheep Association’s (NSA) Next Generation Ambassadors, made up of a group of passionate young sheep farmers.

Richard Taylor (pictured), sheep farmer and NSA Next Generation Ambassador, said that while he is positive about the reception lamb receives among the public, he would like to see this on a larger platform.

“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,” he commented. “Love Lamb Week is a fantastic opportunity to promote our product to even more people.”

To achieve this goal of reaching more customers, Taylor has recently set up a direct selling business that sees the young farmer produce, process and sell lamb at several functions and events in his local area.

Working alongside levy board AHDB Beef & Lamb, the NSA is aiming to communicate the versatility of lamb among consumers.

“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 1-7 September,” said Phil Stocker, NSA chief executive. “The beauty of the campaign is that everyone can get involved, as much or as little as they are able to. If the week inspires consumers to try a lamb dish they wouldn’t have otherwise, it has served its purpose.”

The industry is being encouraged to show its support and get involved in whatever capacity possible. It has suggested hosting or supporting local or on-farm events or by sharing lamb recipes using the hashtag #LoveLamb and #LoveLambWeek.

“Shoppers are looking for easy ways to cook healthy food,” added Nick White, head of Beef & Lamb marketing at AHDB.

“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 barbecue, 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.”

Alongside Wiltshire-based Taylor, the other NSA Next Generation Ambassadors are:

Lisa Adams – Suffolk
Nicola Drew – Powys
Alexandria James – Dorset
Rory Gregor – Aberdeenshire
Matthew Haydon – Staffordshire
Caryl Hughes – Wrexham
Toby Lawton – Shropshire
Joe Milligan – Co Down
Richard Taylor – Wiltshire
Howard Tratt – Somerset
Thomas Vickers – Co Durham
Alister Watson – Dumfries & Galloway