The UK’s red meat industry is once again joining forces for Love Lamb Week, taking place from 1-7 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 processbehind 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 providingconsumers with practical and inspiring ideas for enjoying lamb at home.
Emma Heath, Director of Marketing at Quality Meat Scotland, said: “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 makeitscotch.com. When you spot the blue Scotch Lamb logo, you know it’s lamb you can trust.”
Carrie McDermid, AHDB Head of Domestic Marketing, said: “Love Lamb Week is a fantastic opportunity to celebrate the naturally delicious taste and versatility of UK lamb, while recognising the dedication and hard work of the farmers who produce it. AHDB is proud to support this united campaign. We’re also delighted to be working alongside The Farmer’s Dog, whose commitment to showcasing quality British produce and supporting UK farming aligns perfectly with the aims of Love Lamb Week. Together, we’re helping to shine a spotlight on what makes UK lamb so special.”
Pip Gill, Marketing Manager at Hybu Cig Cymru (HCC) said: “Love Lamb Week is a fantastic opportunity to celebrate Welsh Lamb and the farmers who produce it. Wales’ grass-rich landscape provides the ideal environment for rearing high-quality lamb, renowned for its flavour and quality both at home and abroad.
”We’re proud to support the Make it Lamb campaign and work alongside partners across the UK to showcase the care and expertise behind lamb production. Consumers looking for inspiration can discover hundreds of delicious Welsh Lamb recipes at eatwelshlamb.com.”
Also speaking of the campaign, Lauren Patterson, Head of Marketing and Communications at LMC added: “By standing proudly with UK levy bodies and industry partners we are able to deliver a powerful, united message that celebrates the value of local lamb.
”We have a fantastic opportunity to shine a spotlight on the farmers at the heart of our industry, whose dedication helps produce high quality lamb to exceptional standards for food safety, animal welfare and care for the environment.
”By championing provenance, we give consumers clear insight into where their food comes from while showcasing the versatility and nutritional benefits of lamb as part of a healthy balanced diet. This collaboration strengthens our voice, showcasing the vital role our industry plays in feeding the nation with high quality lamb. Our dedicated Love Lamb Week landing page will feature recipe inspiration throughout the week, www.beefandlambni.com/love-lamb-week.”
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.
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.”
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.
Red Tractor will also back Love Lamb Week, encouraging consumers to look for the Red Tractor logo when purchasing British lamb and supporting farmers who meet its standards.
Red Tractor CEO, Paul McLaughlin, commented: ”Love Lamb Week is a valuable opportunity to celebrate the hard work, dedication and expertise of British sheep farmers. Across the UK, farmers are committed to producing high-quality food whilst caring for their animals and the British countryside. When consumers choose British lamb with the Red Tractor logo, they can be confident that it comes from responsible farms independently certified to world-leading standards for food safety, animal welfare and traceability. We’re proud to support British sheep farmers by giving consumers trust in the food they produce.”