As participants celebrate the end of Veganuary, NSA is reminding people of the benefits of a healthy, balanced and locally produced diet that includes sensible portions of high standard British meat.

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NSA Chief Executive Phil Stocker says: “It is likely that some may be thinking harder about their food choices and the effect on the environment. For those who love meat but want to be sure they are doing the right thing then British lamb and mutton is surely the meat of choice. It’s extensively reared and ticks the good welfare box. It is reared mainly or wholly on grass and is packed with protein, vitamins and Omega-3 oils; it keeps our grasslands green, and attractive; it provides habitats for mammals, birds and insects; and the grass and soil they run on is a massive carbon store combatting climate change.”

NSA has spent much of January responding to queries and giving interviews on why sheep reared in Britain are so beneficial for the environment and why consuming British sheepmeat is one of the most sustainable options for the country.

NSA is further promoting the concept of eating lamb at least once a week. Mr Stocker says: “There has been a decline in lamb consumption, particularly in younger age groups and it is extremely concerning to see how little space is given to lamb in many major supermarkets. It’s ironic given that many young people are passionate about the environment and animal welfare that they don’t make the link between these interests and choosing British lamb as a meat of choice. I’d encourage consumers to try to fit even a small amount of lamb into their menus once a week. For the environmentally conscious millennial wanting to do the right thing then it would be hard to think of anything better than to choose a small but delicious cut of British lamb just once a week. The versatility and the range of menu choices will leave your conscience feeling good.”