SLAM in the lamb! – that’s the message sheep farmers will be trying to get across to the public next month.

The National Sheep Association is getting behind Love Lamb Week 2017 which runs from September 1 to 7, a promotion backed by farmers, butchers and retailers.

Leading the way will be the NSA Next Generation Ambassadors, a group of young sheep farmers passionate about producing quality British lamb from all corners of the UK.

Thomas Vickers, sheep farmer and NSA Next Generation Ambassador, from Tow Law, County Durham said: “We want to make sure that younger consumers have the confidence to give lamb a try and Love Lamb Week is the perfect opportunity if it’s an item which wouldn’t usually go in your shopping basket.

“Whether grazing our moorlands, maintaining our marshlands or looking after our lowlands, sheep are very much a part of our British identity.

“The different landscapes in which sheep are raised means that every time you buy British lamb, you’re buying a product packed with heritage and flavour.”

As well as encouraging farmers like Thomas to get involved in the campaign, NSA is working closely with AHDB Beef & Lamb and other industry bodies around Love Lamb Week to get consumers on board with how easy and versatile lamb is to cook with.

Phil Stocker, NSA chief executive, said: “NSA is pleased to be backing Love Lamb Week, and thrilled to be able to put forward the NSA Next Generation Ambassadors to lead the way in promoting activity from September 1 to 7.

“The beauty of the campaign is that everyone can get involved, as much or as little as they’re able to.

“If the week inspires consumers to try a lamb dish they wouldn’t have otherwise, it has severed its purpose.”

Nick White, head of beef and lamb marketing at AHDB, said: “Shoppers are looking for easy ways to cook healthy food.

“To increase their love for lamb we’ve created simple recipes with lamb leg steaks, which can be cooked in no time at all – whether that be on the barbecue, as part of a curry or even added to a salad.

“A partnership with Mumsnet this year aims to take the worry out of cooking lamb, helping mums and dads to learn how to cook this versatile meat for their kids and develop Britain’s next generation of lamb lovers.”