British farmers are throwing their support behind a week-long campaign for British lamb. The campaign, which will run from 2nd – 7th September, encourages both shoppers and retailers to back British lamb.
Love Lamb Week is now in its 5thyear and continues to highlight the work that farmers put in behind the scenes of one of the United Kingdom’s most iconic products. Challenges facing the lamb industry include an increase in vegetarianism and veganism resulting in a decline in meat consumption along with export concerns, largely surrounding Brexit.
Richard Findlay, NFU livestock board chairman, explains that this initiative is an opportunity for farmers to promote their produce and for the public and retailers to show their support for British lamb. He comments: “it is more important than ever that we throw our support behind our sheep farmers and truly champion British lamb.”
The campaign is asking retailers to give point of purchase promotion to lamb products within the meat aisle and provide recipe ideas and cooking instructions to those unsure of how to cook the various cuts on offer.
In addition to supermarkets and butchers, the campaign is also targeting restaurants to educate chefs about lesser known cuts of lamb and how these can be used to create tantalising dishes.