Now in its fourth year, the week-long initiative is designed to raise the profile of lamb and is co-run by industry bodies: the Agriculture & Horticulture Development Board (AHDB), National Sheep Association (NSA), National Farmers’ Union (NFU), Red Tractor, HCC, LMCN and Quality Meat Scotland (QMS).
But this year, there’s drive for producers to break with tradition and encourage consumers to eat the meat all-year round.
Love Lamb Week said: “While tradition sees the country eating more lamb at Easter, Britain typically produces the highest volume of lamb during the last six months of the year, with a peak of supply from September through to December.”
Phil Stocker, NSA chief executive, said: “Later in the year is a great time to buy flavoursome lamb.
“Typically, the further north in the country you go, the later in the year the lambs are ready for market because of the seasons and the length of our country.
“Tradition has conditioned us to buy lamb at Easter and in the spring, with many shoppers probably unaware that the volume of our home-produced lamb increases towards the autumn.
“With Love Lamb Week landing in the first week of September, it’s a perfect time for our industry to remind people to eat lamb year round.”
Also championing lamb’s sustainability, sheep farmer Kirree Kermode said: “I’d like consumers to be aware that when they’re buying lamb, they’re supporting some of our country’s most beautiful countryside.
“On the Isle of Man (where Kermode is from), we start lambing in April with most of our produce ready for market in July.
“This helps us avoid the worst of the weather and get the most from the grass growth, with our lambs being almost 100% grass fed.
“I’m proud to help people learn how important lamb is to our environment and our economy, and I’d encourage everyone to get involved with Love Lamb Week.”
Driving awareness of the red meat, its availability and nutritional benefits, Love Lamb Week is taking place across the country 1-7 September.
Farmers, producers and retailers can get involved by downloading materials and recipes from http://beefandlamb.ahdb.org.uk/marketing/love-lamb-week-2018; while shoppers should visit http://www.simplybeefandlamb.co.uk.
If supporting the campaign on social media, remember to use #LoveLamb and #LoveLambWeek.
Livestock Board Chairman, Richard Findlay, concluded: “Lamb is sustainably produced and we’d like the country’s shoppers, chefs and supermarkets to help support our rural communities and rugged landscapes by buying lamb.”