Over the past 15 years, fewer people have been regularly eating the very British meat, and with those aged 55 years and over making up the lion’s share of the market, time is ticking for lamb.
Now, 12 young sheep farmers and shepherds from across the country are championing Love Lamb Week to inspire consumers and demonstrate how tasty, healthy and easy it is to cook.
Upland sheep farmer Thomas Vickers from County Durham, said: “We want to make sure that delicious lamb isn’t on its last leg with young consumers.
“Whether grazing our moorlands, maintaining our marshlands or looking after our lowlands, sheep are very much a part of our British identity.” Thomas Vickers
“Whether grazing our moorlands, maintaining our marshlands or looking after our lowlands, sheep are very much a part of our British identity. The different landscapes in which sheep are raised means that almost every time you buy lamb, you’re buying an artisan product packed with flavour and nourishment.”
While the campaign is championed by young sheep farmers and shepherds, there is also the opportunity for the country’s retailers, restauranteurs and butchers to remind consumers how lovely lamb is.
Chef Chris Wheeler said: “Lamb is one of the tastiest and flavoursome sources of protein and iron. It can be cooked in a variety of ways, adding a British touch to a middle-eastern dish, starring as a tasty burger or bringing balance to a spicy curry. It’s much more than a Sunday roast or an Easter treat. Lamb can be part of the menu any day of the week.”
Helping families to gain confidence cooking lamb, AHDB has this year formed a Love Lamb Week partnership with parenting advice website, Mumsnet.
Try something different
Nick White, lamb marketer at AHDB, said: “Many families go into auto-pilot mode when shopping for food, buying the same ingredients, so the thought of trying something different can feel daunting – particularly when time and money is tight.
“We’d like to give mums and dads the confidence to cook lamb using leg steaks as an easy introduction. They are low fat, relatively low priced and can be cooked in less than 15 minutes, with advice from Mumsnet and recipes on Simply Beef and Lamb website, families can feed their flock with an easy and nutritious meal.”
Phil Stocker, NSA Chief Executive, said:
“A strategically planned Love Lamb Week is a brilliant way to bring focus to many existing lamb promotional activities. NSA is pleased to be working with AHDB to drive activity on social media, encourage local and farm-based events and target media in the lead up and during the week to point consumers in the direction of lamb during its peak season.”