Hoping to raise awareness of how “simple and quick it is to make delicious, tasty family meals with Scotch Lamb PGI,” QMS is undertaking almost 100 days of Scotch Lamb in-store promotional activity in Morrisons, Aldi and Costco – nine of which will take place specifically during Love Lamb Week.
One person helping in particular is ‘lambassador’ Alister Watson (25) – a farmer from Dumfries & Galloway and member of the National Sheep Association Next Generation Ambassadors programme – who is one of many who will help encourage people to get behind #LoveLambWeek.
John Fyall, chairman of NSA Scotland, said "We want to highlight how Scotch Lamb fits in with modern living. There is no farmed animal in the UK that lives a more natural life than sheep; it's in season just now straight off lush summer pastures. We're lucky to have young people like Alister committing their future to the care of our flocks and Love Lamb Week will give the opportunity to encourage folk to try the best of Scottish fayre."
QMS marketing controller, Suzie Carlaw, added: “We want to make Scotch Lamb a regular item on shopping lists and tempt people to cook nutritious, delicious dishes that can be cooked in under half an hour, not just to celebrate Love Lamb Week but throughout the year to develop the next generation of lamb lovers. Scotch Lamb PGI is a fantastic ingredient which our farmers are very proud of.”
QMS will also be giving away Scotch ‘Lambassador’ kits via its social media channels in the coming weeks, including a bespoke Scotch lamb t-shirt, apron and a Scotch lamb recipe book.