Quality Meat Scotland (QMS) is encouraging consumers, farmers, butchers, chefs and others to get behind national Love Lamb Week which takes place at the start of next month (September 1 – 7).
The UK-wide week of celebration of lamb coincides with QMS’s high impact Scotch Lamb marketing and PR campaign ‘Wham Bam Lamb’ which is currently underway.
The campaign is focusing on raising awareness of how simple and quick it is to make delicious, tasty family meals with Scotch Lamb PGI.
QMS is calling for all those involved in the Scotch Lamb supply chain to support Love Lamb Week 2017 which last year saw support from chefs, local restaurants, retailers, butchers and farmers.
Scotch Lamb in-store promotional events will be in full swing with nine taking place in Morrisons and Aldi stores across Scotland during Love Lamb Week alone. Throughout the Scotch Lamb campaign, QMS is undertaking almost 100 days of Scotch Lamb in-store promotional activity in Morrisons, Aldi and Costco.
Among those set to play lead roles as lambassadors during Love Lamb Week is a young farmer from Dumfries & Galloway who is a member of the National Sheep Association Next Generation Ambassadors programme.
Alister Watson (25) from Williamwood farm near Lockerbie is among a line-up of lamb champions throughout the UK who will be encouraging everyone to get behind #LoveLamb.
John Fyall, chairman of NSA Scotland, said "We want to highlight how Scotch Lamb fits in with modern living. There is no farmed animal in the UK that lives a more natural life than sheep; it's in season just now straight off lush summer pastures. We're lucky to have young people like Alister committing their future to the care of our flocks and Love Lamb Week will give the opportunity to encourage folk to try the best of Scottish fayre"
Suzie Carlaw, QMS Marketing Controller said “We want to make Scotch Lamb a regular item on shopping lists and tempt people to cook nutritious, delicious dishes that can be cooked in under half an hour, not just to celebrate Love Lamb Week but throughout the year to develop the next generation of lamb lovers. Scotch Lamb PGI is a fantastic ingredient which our farmers are very proud of.”
QMS will also be giving away hundreds of Scotch Lambassador kits via its social media channels in the coming weeks. The kits include a bespoke Scotch Lamb t-shirt, apron and a Scotch Lamb Recipe book packed with quick, simple lamb recipes.