NFU celebrates livestock farming during Love Lamb Week
As Love Lamb Week gets underway and celebrates the farmers and landscapes involved in lamb production, the NFU reflects on the importance of shining a spotlight on the sector and explores its visions for the uplands and British sheep farming.
Now celebrating its eleventh year, AHDB’s Love Lamb Week, led this year by QMS (Quality Meat Scotland), was first launched by a Cumbrian sheep farmer, Rachel Lumley, to encourage lamb consumption during peak season.
This week (1-7 September) will see lamb and the farmers and landscapes involved in its production celebrated.
The campaign celebrates the dedication of British sheep farmers and the valuable contribution they make to our countryside, communities and food production.
The NFU is taking to social media channels alongside the UK’s red meat industry to highlight the vital role played by sheep.
AHDB has created social media content to raise awareness of the ‘Make it Lamb’ message, which can be accessed on the Simply Beef and Lamb and AHDB websites.
Love Lamb Week 2026 will focus on 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.
“The campaign is a great opportunity to celebrate the vital role sheep play in shaping and maintaining our iconic British landscape.”
NFU Acting Livestock Board Chair Clare Wise
Campaign a ‘great opportunity’
NFU Acting Livestock Board Chair Clare Wise said “Love Lamb Week encourages people to choose British lamb and discover how versatile it can be for both everyday meals and special occasions.
“By buying British lamb, consumers can support farmers across the UK, help sustain rural livelihoods and enjoy naturally delicious, high-quality produce, reared to some of the highest animal welfare, health and environmental standards in the world.
“The campaign is a great opportunity to celebrate the vital role sheep play in shaping and maintaining our iconic British landscape. We’ve seen firsthand this summer the benefits of sheep maintaining grassland to reduce wildfire risk particularly in our upland areas.
“Sheep farming supports rural communities, helps manage the countryside and produces high-quality food enjoyed by people across the country. We should be very proud of and celebrate British lamb and the farmers that produce it.”
NFU vision documents
- Read our Uplands Vision
- Explore Supporting British sheep farming
Uplands
The uplands face significant challenges, from rising input costs to policy uncertainty, however, they are also full of opportunity. With the right framework, upland farms can remain at the forefront of food production, environmental recovery, and rural resilience.
Take a look back at the NFU’s Uplands: A Vision for Prosperity, Stewardship and Resilience to see how the NFU is championing the uplands.
Supporting British sheep farming
The NFU’s Supporting British sheep farming report outlines how the sector, which has a globally renowned reputation for high-quality and high welfare produce, can work with government, industry and the wider supply chain to deliver growth, environmental benefits and food security for the nation.
