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Love Lamb Week 2017 starts on 1 September and the National Sheep Association (NSA) is looking forward to celebrating the great taste of British lamb.

The dedicated week sees lamb promotional activity from farmers, butchers and retailers. Leading the way is the NSA Next Generation Ambassadors, a group of young sheep farmers passionate about producing quality British lamb from all corners of the UK.

Richard Taylor, sheep farmer and NSA Next Generation Ambassador from Corsham, Wiltshire says: “Selling lamb directly to the consumer means I experience enthusiasm for delicious British lamb every time I interact with the public, which is encouraging but I’d like to see this on a larger scale. Love Lamb Week is a fantastic opportunity to promote our product to even more people.”

Richard has recently set up a direct selling business, producing, processing and selling lamb at several functions and events in his local area. Currently he puts North County and Welsh Mules to Texel, Suffolk and Hampshire Down rams, but Richard has a growing interest in the Hampshires and is looking to add a pedigree flock.

As well as encouraging farmers like Richard to get involved in the campaign, NSA is working closely with AHDB Beef & Lamb and other industry bodies around Love Lamb Week to get consumers on board with how easy and versatile lamb is to cook with.

Phil Stocker, NSA Chief Executive, says: “The beauty of the campaign is that everyone can get involved, as much or as little as they’re able to. If the week inspires consumers to try a lamb dish they wouldn’t have otherwise, it has served its purpose.”

Nick White, Head of Beef and Lamb Marketing at AHDB, says: “Shoppers are looking for easy ways to cook healthy food. To increase their love for lamb we’ve created simple recipes with lamb leg steaks, which can be cooked in no time at all – whether that be on the BBQ, as part of a curry or even added to a salad. A partnership with Mumsnet this year aims to take the worry out of cooking lamb, helping mums and dads to learn how to cook this versatile meat for their kids and develop Britain’s next generation of lamb lovers.”

NSA is encouraging individuals to get involved at whatever level they can, be that hosting or supporting local or on-farm events, via online parenting advice website Mumsnet or by sharing their delicious lamb dinner on Facebook and Twitter using the hashtags #LoveLamb and #LoveLambWeek.