September has arrived which signals the start of Love Lamb Week the annual British lamb campaign run by the Agriculture and Horticulture Development Board (AHDB).

This year the campaign focuses on British lamb being ‘naturally delicious’ whilst demonstrating how lamb can be affordable and versatile across different cuts, cuisines and occasions. Large areas of the UK are mountainous with a high rainfall, which is not suitable for growing food crops. Sheep production makes use of this, utilising the wild herbs and grasses which grow across the hilly landscapes. This results in natural, flavorsome, and deliciously tender meat!

The business wants to encourage the public to look out for anything you see in the supermarkets (packs will be stickered in some) and share, like the content you see online.

Liz Rees, Lamb Supply Chain Manager, explained: “This is an industry lead campaign all about spreading awareness and helping boost our sector. Lamb is often misunderstood, and this week is a great opportunity for us to educate and inspire others. Be on the look out for what we are sharing and together let’s celebrate Love Lamb Week!”