Love Lamb Week will take place from 1st-7th September 2026, with the nation’s red meat trade bodies joining together to celebrate UK lamb production.
Love Lamb Week was established by Cumbrian sheep farmer Rachel Lumley in 2015, and for its 11th year, Quality Meat Scotland (QMS) is leading the campaign, working alongside the Agriculture and Horticulture Development Board (AHDB), Hybu Cig Cymru - Meat Promotion Wales (HCC) and the Livestock and Meat Commission (LMC).
The campaign will also be supported by the National Sheep Association (NSA), the National Farmers’ Union (NFU), NFU Scotland, the Ulster Farmers’ Union and Red Tractor, as well as a wide array of industry supporters and stakeholders.
The week will focus on two central themes: the people and process behind lamb production across the UK, and the wide variety of meals that can be made using lamb. Content shared throughout the campaign will aim to highlight the farmers and production methods at the heart of the industry, while also looking to provide consumers with practical and inspiring ideas for enjoying lamb at home.
Emma Heath, director of marketing at QMS, commented: “Love Lamb Week is always a fantastic opportunity to work alongside our fellow UK levy boards and organisations across Scotland’s red meat supply chain to celebrate the quality and versatility of lamb.
“Lamb from the UK has been known to be at its best in late Summer and Autumn, so we hope the campaign inspires more people to Make it Lamb and try some of our latest Scotch Lamb recipes for everyone to enjoy, which can be found on www.makeitscotch.com. When you spot the blue Scotch Lamb logo, you know it’s lamb you can trust.”
A campaign toolkit will be made available to levy bodies, farming organisations, retailers, processors and other industry stakeholders to help them take part in Love Lamb Week. The toolkit will include updated campaign messages, Make it Lamb logos and social media assets featuring farmers, landscapes and recipe inspiration. Participating organisations will be encouraged to share the materials through their own channels and networks in the lead-up to and throughout the week.
Levy bodies will also deliver tailored activities to consumers in their respective nations.
Scotland
QMS will place a Scotch Lamb focus across its Make it Scotch website and social media channels in the lead-up to and during Love Lamb Week. The Make it Scotch social channels will be rebranded as Make it Lamb for the campaign period, with content showcasing farmers and production, and demonstrating different ways to prepare and enjoy Scotch Lamb.
England
AHDB will mark the week with activity across its ‘Simply Beef & Lamb’ social channels, including videos featuring Charlotte Kingham, head butcher at Jeremy Clarkson’s pub, The Farmer’s Dog and the Great British Bake Off contestant, and farmer Mike Wilkins, sharing lamb cut and recipe inspiration. AHDB is also working with retailers to provide on-pack stickers and social media content to raise awareness.
Farmers, independent butchers and retailers can access free promotional resources from the AHDB website, including farmgate banners, stickers and children’s activity sheets. Lamb-focused educational resources will also be available through the ‘Food - a fact of life’ website to support learning in classrooms and at home.
Wales
HCC will support Love Lamb Week through television, video-on-demand and digital advertising. Activity will run across social media and press channels, featuring farmer stories and recipe content promoting the versatility of Welsh Lamb. HCC will also communicate with more than 30,000 subscribers through its consumer newsletter and is developing potential influencer, retail and on-pack promotional activity.
Northern Ireland
LMC will promote Northern Ireland Farm Quality Assured lamb through its Beef and Lamb Northern Ireland website and social media channels. A dedicated lamb landing page will feature recipe inspiration, while influencer activity will highlight the versatility and nutritional attributes of Northern Ireland Farm Quality Assured lamb. LMC will also showcase Northern Ireland sheep farmers and work collaboratively with ABP, the Ulster Farmers’ Union and the Young Farmers’ Clubs of Ulster.
Activity will include a consumer sampling event at Belfast City Hall, supported by LMC representatives at the Ulster Farmers’ Union trailer, alongside a launch event featuring a Northern Ireland Farm Quality Assured lamb farmer.
