With lamb consumption in decline, 12 young sheep farmers and shepherds are championing Love Lamb Week this September to encourage more people to put the meat back on their plates.
Twenty-three-year-old Thomas Vickers, an upland sheep farmer 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. 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.”
Over the past 15 years, fewer people have been regularly eating lamb and those aged 55 and over are the biggest consumers of lamb. Love Lamb Week runs from 1st to 7th September and is organised by the Agriculture & Horticulture Development Board (AHDB), the National Sheep Association (NSA) and supported by the National Farmers’ Union (NFU). The AHDB is partnering with Mumsnet to help families gain confidence in cooking lamb.
“We’d like to give mums and dads the confidence to cook lamb using leg steaks as an easy introduction,” said Nick White, lamb marketer at AHDB. “They are low fat, relatively low price 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.”
Schools can get involved too and show young consumers how delicious and nutritious lamb is. Visit www.simplybeefandlamb.co.uk for resources including the new logo, recipe videos, images of the young sheep farmers and fun animations on nutrition and sustainability.