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

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 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 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.

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 www.makeitscotch.com. When you spot the blue Scotch Lamb logo, you know it’s lamb you can trust.”

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.