Farmers support Love Lamb Week initiative
Taking place 1-7 September, the campaign is spearheaded by the Agriculture and Horticulture Development Board (AHDB) and encourages producers, butchers, retailers, restaurants and the public to show their support for British lamb by promoting the product in stores and sharing lamb recipes on social media.
NFU livestock board chairman Richard Findlay explained why it is backing the campaign. “Love Lamb Week is a fantastic opportunity for farmers to promote the high-quality lamb we produce here in Britain.
“This campaign comes at an important time. British farmers are heading towards an even greater period of uncertainty with Brexit on the horizon and our livestock farmers will be one of the most affected by a no-deal Brexit. 94% of sheep meat exports go to the EU every year, so it is more important than ever that we throw our support behind our sheep farmers and truly champion British lamb.”
Earlier this year, AHDB launched a £1.4m marketing campaign to promote the lamb sector. The campaign ran in two bursts, one during the summer and one during Love Lamb Week.
Last month, Hybu Cig Cymru – Meat Promotion Wales (HCC) announced that numerous retailers and wholesalers signed up to take part in activities to promote PGI Welsh Lamb in the lead-up to Love Lamb Week.
HCC market development manager Rhys Llywelyn said: “The British market is vital for Welsh Lamb, and is even more so now with Brexit causing uncertainty in terms of exports. We therefore regularly engage with all the large retailers to offer help with promotions, as well as independent butchers. We’re delighted with the response this year, and are pleased that Welsh Lamb advertising will reach so many consumers around Love Lamb Week and throughout the autumn.
“Alongside our activity with retailers and wholesalers, we will also be ramping up our consumer advertising,” he added. “This year will see an unprecedented investment in online promotion in the UK market, which offers great value for money and enables us to target messages at groups of consumers who are most likely to be interested in Welsh Lamb.”
