Love Lamb Week is back for the second year, and the industry is being urged to come together and promote home-produced lamb.
Farmers across the UK are being urged to come together and support Love Lamb Week 2016.
The week, which is being supported by AHDB Beef and Lamb and the National Sheep Association (NSA), takes place from September 1 to 7, 2016 and is a chance to encourage consumers to get cooking with the home-bred, British lamb.
The event is now in its second year after being launched by Cumbrian sheep farmer Rachel Lumley in 2015.
This years focus is to make the campaign even more engaging and provide opportunities for the whole supply chain to get involved and stimulate demand for home-produced lamb.
AHDB Beef and Lamb sector strategy director Laura Ryan said: “Love Lamb Week is an excellent grass-roots campaign which really gives the industry something to get behind in order to promote home-produced lamb.
"By working together with the NSA, we aim to build on the success of last year and make Love Lamb Week 2016 even more engaging."
NSA chief executive Phil Stocker added that Love Lamb Week will bring farmers, businesses and consumers together to raise the profile of British lamb.
He said: "Love Lamb Week is a fantastic initiative to increase positive interest in sheep farming and encourage consumption of lamb.
“The NSA will be very active over the coming weeks in encouraging farmers to get involved by hosting or supporting events in their area, and to spread the message on social media.
"We are delighted to be taking this leading role in supporting co-ordinated activity.
"Love Lamb Week will not only be an opportunity to highlight much of the existing lamb promotional activity, but also provide an ideal platform to bring farmers, businesses and consumers together in raising the profile of British lamb during its peak season."