The annual initiative is celebrating its seventh year with a focus on the sustainability of UK lamb production and the role it plays in maintaining landscapes.
Running from 1- 7 September, the weeklong event will also aim to remind the British public on the unique taste of lamb.
As with previous years, the industry-wide initiative is supported by AHDB, the National Sheep Association (NSA), the NFU and Meat Promotion Wales, among others.
A new collection of digital assets has been developed by AHDB to encourage producers and the wider industry to celebrate lamb’s qualities on the plate and in the field.
One of the key components from last year’s campaign push is to return, with 3,000 promotional kits sent to high-street butchers and farm shops.
These kits will contain posters and recipe cards with key sustainability messages.
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