The campaign was first launched in 2015 by Cumbrian sheep farmer Rachel Lumley, who is behind the @LoveBritishLamb Twitter account, and is timed to coincide with the peak production season for home-produced lamb. The campaign is a great opportunity for the whole sheep industry to get involved and encourage consumers to understand how versatile, tasty and easy it is to cook with lamb, as well as educating people about our sheep production systems.
Together with the National Sheep Association (NSA), their Next Generation Ambassadors and Rachel, we really want to drive awareness, tell people about the nutritional benefits of lamb, and ultimately grow consumer demand for sheep meat. We’re encouraging those in the industry to do whatever they can to support the week, be it be hosting events, highlighting Love Lamb Week to local farm shops, butchers, pubs and restaurants, or simply getting behind the campaign on social media using #LoveLambWeek.
We have created a range of resources in support of the campaign, from leaflets through to specially designed recipes, which can be downloaded or ordered from our website. A whole collection of lamb recipes are available on our consumer-facing site.
Love Lamb Week will also mark the start of our large-scale lamb keema campaign, which aims to encourage consumers to include lamb mince on their weekly menu through a simple, multi-purpose keema recipe. Keema is a spiced lamb mince dish which can be eaten with pasta, rice, potatoes or stuffed in a pitta, or even sprinkled on salads. With endless options, it’s the perfect way to drive consumer interest and understanding of lamb, with the scope to then encourage them to try alternative cuts.
The campaign aims to inform Britain’s parents about keema as the perfect family meal for the back-to-school period by offering sage advice from our Keema Nans, women who have raised families on keema and are successful cooks themselves. Working with Pervin Todiwala the wife and business partner of Cyrus Todiwala and an eminent chef in her own right, and Mamta Gupta, a blogger and author, AHDB will be hosting a radio day with our ambassadors, sharing keema recipes.
The success of Love Lamb Week 2016 really does depend on the whole sheep industry getting behind it and showing their support - let’s make sure we deliver the best Love Lamb Week we can!
For more information on both campaigns, visit our website.