20th August 2020

Countdown Underway to Love Lamb Week 2020

The countdown is underway to Love Lamb Week 2020 which takes place at the start of next month (September 1 – 7).

Now in its sixth year, Love Lamb Week has grown to become an industry-wide initiative with support from Quality Meat Scotland (QMS), AHDB, HCC, the National Sheep Association (NSA), the National Farmers Union (NFU), LMC in Northern Ireland, Ulster Farmers’ Union and Red Tractor.

Love Lamb Week was set up in 2015 by the late Rachel Lumley, a passionate Cumbrian sheep farmer who wanted lamb to get the attention it deserves. Through her leadership, as well as solid external support, Love Lamb Week has caught the attention of top chefs from across the world, as well as national press and broadcast media.

The week-long celebration will focus on highlighting the fantastic quality, taste and nutritional benefits of lamb, plus its unique role in sustainable meat production. The campaign will also introduce the second phase of the successful joint QMS, HCC and AHDB ‘Make it Lamb’ campaign, which will run until 26 October.

During Love Lamb Week, Scotch Lamb PGI promotion will be in full swing through a host of PR activity, recipe placements, influencer work and social media.

A range of new digital assets providing delicious Scotch Lamb recipe inspiration, as well as infographics promoting the health and sustainability credentials of one of Scotland’s most natural meats, are also available to download from the Scotch Kitchen website.

Lesley Cameron, QMS Director of Marketing and Communications, said: “Love Lamb Week provides the industry with a great opportunity to come together to promote Scotch Lamb PGI - a fantastic, quality assured product which is versatile, easy to cook and absolutely delicious.

“In addition to its quality and taste, lamb boasts some impressive sustainability credentials with sheep production playing an important part in sustaining the diverse landscape for which Scotland is famed.

“I would encourage all those involved in the Scotch Lamb supply chain, from farmers through to chefs, to support Love Lamb Week 2020, and the wider campaign, by becoming a ‘Make it’ ambassador, downloading our new assets from the Scotch Kitchen website and posting on social, or simply sharing content on the Scotch Kitchen on Facebook, Instagram and Twitter.

“The support of the whole supply chain can make a huge difference to the number of consumers who see the positive credentials which underpin the Scotch Lamb brand,” she added.

To get involved with Love Lamb Week, visit www.scotchkitchen.com/love-lamb-week-2020/. To become a ‘Make it’ Ambassador, please email info@qmscotland.co.uk


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