The annual week-long celebration of UK lamb will be returning next month for an eighth year.

Love Lamb Week (LLW) will run from 1-7 September, to shine a light on the sustainability of UK sheep production, whilst also reminding consumers of the exceptional taste and quality that UK lamb brings to the dinner table.

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The popular initiative will focus on how lamb is ‘naturally delicious’ and due to the country’s climate and landscape, with plenty of rainfall and grass, the UK is an ideal place to produce lamb sustainably.

As in previous years, the industry-wide initiative is supported by AHDB, Hybu Cig Cymru (Meat Promotion Wales), Quality Meat Scotland (QMS) and LMC in Northern Ireland, as well as the National Sheep Association (NSA), NFU, NFU Scotland, the National Trust Tenant Farmer Association, the Ulster Farmers’ Union and Red Tractor.

AHDB Head of Marketing Carrie McDermid said: “We are delighted to be supporting Love Lamb Week for an eighth year. It provides us all with the opportunity to celebrate UK lamb, a family favourite due to its superior taste and quality and shine a light on our world-class food and farming standards.

“This campaign is about championing the hard work of our sheep farmers, who produce delicious lamb, while also maintaining the country’s unique landscape.”

A new collection of digital assets and marketing merchandise including farmgate banners have been developed by AHDB to encourage producers, butchers and retailers, as well as the wider industry, to celebrate lamb’s qualities on the plate and in the field.

LLW will play out on Instagram as well as Twitter and Facebook, allowing farmers and wider industry to support the campaign by sharing their stories.

AHDB’s popular ‘We Eat Balanced’ campaign will follow Love Lamb Week, when it returns on 8 September.

To order any of the assets and marketing merchandise for Love Lamb Week, visit https://ahdb.org.uk/lovelambweek