BRITISH farming campaign Love Lamb Week returns next week for its fourth year running.

The event, founded by Blanchland farmer Rachel Lumley, will be taking place from September 1 to 7.

The NSA and AHDB Beef and Lamb have since taken over the campaign, but Rachel remains as passionate as ever about Love Lamb Week and getting the public on board.

She said: “Between July and November is seasonally the prime time to buy lamb as they have been reared on the grass at its best.

“Everyone buys lamb around Easter, but if you were to purchase lamb now and keep it in your freezer, you would get a much better value lamb for your money.”

The campaign aims to promote the sales of lamb across the UK by increasing public awareness around the meat’s production.

This year the campaign has a particular emphasis on the ethical and environmental impacts of lamb production.

Love Lamb hopes that by circulating information on the sustainability of lamb, as well as promoting the seasonal benefits of its consumption within the peak season, that young consumers will be more likely to purchase lamb if they knew it matched their ethical views.

Farmers are encouraged to get involved and spread the message, both in their local area and on social media.

In previous years local lamb tasting events proved a popular way of spreading the word but it was the explosion on social media which really amplified the campaign, with over 5,000 people following the campaigns Facebook and Twitter pages @LoveLambWeek. Multiple businesses also reached out in support, including The Ritz.

This year, campaign logos, videos, promotional posters, news articles and a range of lamb-base recipe guides can all be found on the AHDB Beef and Lamb website and social media pages.