UK industry unites to Make it Lamb for Love Lamb Week 2026

The UK’s red meat industry is once again joining forces for Love Lamb Week, taking place from 1st–7th September 2026, to celebrate the farmers, landscapes and food at the heart of lamb production.

Now in its 11th year, Quality Meat Scotland (QMS) is leading this year’s 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

Using the established Make it Lamb campaign, Love Lamb Week 2026 will focus on two central themes: the people and process behind lamb production across the UK, and the wide variety of tasty and versatile meals that can be made using lamb. Content shared throughout the campaign will highlight the farmers and production methods at the heart of the industry, whilst also providing consumers with practical and inspiring ideas for enjoying lamb at home.

NSA Technical Communications Officer Anna Wilson says: “As Love Lamb Week marks its 11th year, we are proud to continue supporting and celebrating a campaign we value enormously. It provides an important opportunity for the sheep sector to showcase the hard work, dedication, and high standards of welfare that our farmers uphold every day to produce delicious, nutritious lamb.

“This year, we will be encouraging our members to share their stories, connect with consumers and show pride in the work they do. Love Lamb Week is a fantastic chance to champion British sheep farming, build understanding of where our food comes from, and celebrate the people whose care and commitment help bring high-quality lamb to our tables.”

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.

Love Lamb Week was established by Cumbrian sheep farmer Rachel Lumley in 2015 to encourage consumers to enjoy lamb during its peak season and to improve understanding of the people and work involved in its production. Since its inception, the National Sheep Association has been a real driving force behind the Love Lamb Week campaign – with their social accounts being used extensively to spread the campaign’s messages: @LoveLambWeek on Facebook and @LoveLambUK on Instagram.

Farmers and others working throughout the sheep sector will be encouraged to get involved by sharing their own experiences, images and stories on social media. The campaign aims to help consumers better understand where lamb comes from while building recognition of the contribution sheep farming makes to food production, rural communities and the UK’s landscapes.

Each levy body will also deliver activity tailored to consumers and industry audiences in its respective nation.

• 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, 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 major 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.

Love Lamb Week is an initiative owned by the National Sheep Association and established in 2015. It runs annually from 1st-7th September with a view to provide the perfect opportunity to highlight the benefits and versatility of lamb and encourage consumption of lamb during its peak season. More information here: https://nationalsheep.org.uk/for-the-public/eat-wear-enjoy/love-lamb/ and follow Love Lamb Week on Facebook at @LoveLambWeek and on Instagram at @LoveLambUK