Scots are being encouraged to flock to their local Tesco Extra or Superstore to buy some Scotch Lamb PGI during Love Lamb Week (1st-7th September).

Over the course of this week, shoppers can pick up a recipe card and find out more about cooking with different cuts of Scotch Lamb PGI from 28 stores across the country, from Dingwall to Galashiels and everywhere in-between.

Kirsty Fox, marketing manager from Quality Meat Scotland (QMS) said: “Love Lamb Week is a nationwide celebration of one of the finest ingredients from one of our most historically significant industries – great quality and naturally reared Scotch Lamb PGI.

“Shoppers can pick up a recipe card for a delicious pulled Scotch Lamb wrap as well as information cards from their local Tesco to help them prepare a delicious dish while helping support Scottish farmers.”

Tony McElroy, Tesco Head of Communications (Scotland), said: “We are extremely proud to back Scottish farmers, and through Love Lamb Week we are looking forward to inspiring our customers to be more adventurous in cooking Scotch Lamb.”

Love Lamb Week, which aims to increase awareness and sales of lamb amongst UK consumers, has grown to become an industry-wide initiative with support from the National Sheep Association (NSA), the National Farmers’ Union, Red Tractor, the Ulster Farmers’ Union and meat promotion bodies, AHDB, HCC in Wales, LMC in Northern Ireland and Quality Meat Scotland.

The week comes as QMS prepares to relaunch its award-winning ‘Scotch Lamb, Naturally’ campaign on 23rd September. Running for four weeks, the integrated campaign will include TV, radio, billboard, digital and social activity as well as supporting PR activity, and will inspire consumers in Scotland about how versatile, tasty and simple it is to cook Scotch Lamb.