AS the sheep sector prepares to celebrate another Love Lamb Week in September, the National Sheep Association (NSA) is urging farmers to encourage their local community to get involved in promotional activities for the annual campaign.

Now in its seventh year, Love Lamb Week, which is from September 1 to 7, encourages the domestic consumption of UK lamb at its peak season of availability.

The campaign is facilitated by UK levy boards with support from NSA and others. It has previously caught the attention of high-profile celebrity chefs, as well as mainstream media sharing the story of a delicious, nutritious product that is produced in a sustainable manner by hard working farming communities.

The NSA is now encouraging the nation’s sheep farmers to increase their promotional activity during the week and encourage their local communities to do so also.

NSA Communications Officer Katie James said: “As plans are secured for what is expected to be another positive week of the Love Lamb campaign, the NSA would like to see local farming communities working together to encourage the consumption of lamb.

“There are so many excellent resources being produced by our UK levy boards to support this, so now is a great time for farmers to reach out to independent retailers, farm shops, butchers, restaurants and pubs to discuss how they can work together to share the key messages of the campaign encouraging consumption of a delicious and nutritious meat that is produced sustainably using environmentally friendly farming methods."

Farmers are being encouraged to ask their local establishments what they are doing for Love Lamb Week to help expand the reach of the campaign.

Toolkits to support promotional activity are available from UK levy boards and the NSA is suggesting farmers make their local retailers and restaurateurs aware of the availability of these to help them with ideas on how they can get involved and promote the campaign.

The campaign was discussed at an NSA Breakfast Club webinar recently

Mrs James said: “The NSA Breakfast Club is a monthly fixture that covers a wide range of topics. NSA was pleased to be joined for the August session by AHDB Beef & Lamb, Quality Meat Scotland, Livestock and Meat Commission of Northern Ireland and Hybu Cig Cymru – Meat Promotion Wales sharing their campaigns for Love Lamb Week and into autumn 2021 also.

"Sheep farmers joining the webinar were encouraged that the levy boards are working to reach far and wide and encourage more consumers to add, and importantly, to keep adding delicious lamb to their shopping baskets. We can all play a role in amplifying that message but making sure everyone knows when Love Lamb Week is and that they can do to take part.”

The NSA webinar is available to view again at www.nationalsheep.org.uk/webinars. For more information on Love Lamb Week, visit www.nationalsheep.org.uk/lovelamb.