Using the established Make it Lamb campaign, this year’s promotion will focus on the people and processes behind lamb production and the versatility of lamb in everyday cooking. Throughout the week, consumers will see content highlighting sheep farmers, grazing landscapes and recipe ideas designed to inspire more people to choose lamb during its peak season. She 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.” Marketing manager Pip Gill said: “Love Lamb Week is a fantastic opportunity to celebrate Welsh Lamb and the farmers who produce it. Campaign organisers hope the initiative will strengthen consumer confidence in UK lamb while recognising the contribution sheep farming makes to food production, rural communities and the nation’s landscapes.