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Share your story of lamb production as a Love Lamb Ambassador

1st September 2023

The search is on for two enthusiastic UK sheep producers who can share their sheep farming stories with the public as the faces of an industry campaign to promote naturally delicious lamb and the sustainable farming methods used to produce it.

The selected farmers will be tasked with leading the social media activity of ‘Love Lamb’ for the next year by showcasing their own systems and also by providing insight into sheep farming practices across the country.

The activity will link with the week long industry campaign, Love Lamb Week, that is currently underway and runs from Friday 1st September to Thursday 7th September each year.

Love Lamb Week was established in 2015 by Cumbrian sheep farmer Rachel Lumley in response to poor lamb prices and low domestic consumption. Rachel sadly passed away in 2020, the new faces of the campaign will take on Rachel’s legacy and honour her name and ambition to improve the nation’s taste for delicious lamb once again.

For the past two years, young sheep farmers Ernie Richards from Hay on Wye, on the English/Welsh border, and Amy Matravers from Loughborough, Leicestershire have been Love Lamb Ambassadors, growing the social media accounts linked to the campaign and increasing its consumer awareness.

Love Lamb Ambassador Ernie comments: “As part of the Love Lamb campaign I have very much enjoyed having the chance to promote sustainable sheep farming and inspiring everyone by showing that lamb can be a part of a healthy balanced diet.

“My young family has featured too, enjoying tasty recipes or in stories showing our family life on farm.”

NSA Communications Manager Katie James says: “NSA is proud to work alongside the UK levy boards and other industry organisations to support the delivery of Love Lamb Week each year. NSA recognises however, that the success of the campaign is boosted by farmers’ own activity, telling their personal stories of their work to produce a sustainable delicious product in the UK’s beautiful countryside. That is why NSA is now searching for farmers happy to share their working life with the British public via social media to help inform and educate on sheep production and its environmental and nutritional credentials.”

The new ‘Faces of Love Lamb’’ will be required to take on the social media activity of the Love Lamb accounts on Facebook, Twitter, and Instagram. To apply to take on the activity applicants are required to complete an online form detailing their own sheep farming story and reasoning why they believe they would be a good spokesperson for the campaign. Applicants must be aged 18 or above and live and work in the UK, with sheep farming as their main source of income.

NSA’s Katie James continues: “NSA is already aware of many enthusiastic and engaging farmers using social media to give an insight into life working in agriculture who are excellent at informing the public on the highs and lows of farming life. We are confident this competition will uncover some new farming faces who can help the social media accounts attract a larger audience that will enjoy watching and learning from the stories and posts that are shared.”

The successful applicant will take on the account for the next 12 months providing the opportunity to share content from a complete farming year. They will be required to work with NSA and the other organisations involved in the delivery of Love Lamb Week to ensure a consistent message is shared with audiences.

The competition launches today (Friday 1st September 2023) and will run until the closing date of Monday 25th September 2023. Find out more at

Further enquiries should be made to NSA Communications Manager Katie James via