Love Lamb Week 2017 will be taking place this September and the National Sheep Association (NSA) will be getting behind it to celebrate everything about British lamb.

The dedicated week is now in its third year and will take place from 1st to 7th September. It will involve promotional activities from farmers, butchers and retailers.

Leading the way will be the NSA Next Generation Ambassadors, a group of young sheep farmers passionate about producing quality British lamb from all corners of the UK.

Richard Taylor, sheep farmer and NSA Next Generation Ambassador from Coresham, Wiltshire commented: “Selling lamb directly to the consumer means I experience enthusiasm for delicious British lamb every time I interact with the public, which is encouraging but I’d like to see this on a larger scale.

“Love Lamb Week is a fantastic opportunity to promote our product to even more people.”

As well as encouraging farmers to get involved in the campaign, NSA is working closely with AHDB Beef & Lamb and other industry bodies around Love Lamb Week to get consumers on board with how easy and versatile lamb is to cook with.

Phil Stocker, NSA chief executive, said: “The beauty of the campaign is that everyone can get involved, as much or as little as they’re able to. If the week inspires consumers to try a lamb dish they wouldn’t have otherwise, it has severed its purpose.”

Nick White, head of Beef and Lamb marketing at AHDB, says: “Shoppers are looking for easy ways to cook healthy food. To increase their love for lamb we’ve created simple recipes with lamb leg steaks, which can be cooked in no time at all – whether that be on the bbq, as part of a curry or even added to a salad.”

NSA is encouraging individuals to get involved at whatever level they can, be that hosting or supporting local or on-farm events, or by sharing their delicious lamb dinner on Facebook and Twitter using the hashtags #LoveLamb and #LoveLambWeek.