Sheep sector unites to Make it Lamb for Love Lamb Week 2026
The Welsh red meat industry is once again joining forces for Love Lamb Week, taking place from 1–7 September 2026, to celebrate the farmers, landscapes and food at the heart of lamb production.
Now in its 11th year, Hybu Cig Cymru – Meat Promotion Wales (HCC) is leading the Welsh campaign, alongside the Agriculture and Horticulture Development Board (AHDB) in England, Quality Meat Scotland (QMS) in Scotland and the Livestock and Meat Commission (LMC) in Northern Ireland.
The campaign will also be supported by the National Sheep Association (NSA), the National Farmers’ Union (NFU), NFU Scotland, the Ulster Farmers’ Union and Red Tractor – as well as a wide array of industry supporters and stakeholders
Using the established Make it Lamb campaign, Love Lamb Week 2026 will focus on two central themes: the people and process behind lamb production across the UK, and the wide variety of tasty and versatile meals that can be made using lamb. Content shared throughout the campaign will highlight the farmers and production methods at the heart of the industry, whilst also providing consumers with practical and inspiring ideas for enjoying lamb at home.
HCC will support Love Lamb Week through television, video-on-demand and digital advertising. Activity will run across social media and press channels, featuring farmer stories and recipe content promoting the versatility of Welsh Lamb. HCC will also communicate with more than 30,000 subscribers through its consumer newsletter and is developing potential influencer, retail and on-pack promotional activity.
Pip Gill, Marketing Manager at Hybu Cig Cymru (HCC) said: "Love Lamb Week is a fantastic opportunity to celebrate Welsh Lamb and the farmers who produce it. Wales’ grass-rich landscape provides the ideal environment for rearing high-quality lamb, renowned for its flavour and quality both at home and abroad.
''We’re proud to support the Make it Lamb campaign and work alongside partners across the UK to showcase the care and expertise behind lamb production. Consumers looking for inspiration can discover hundreds of delicious Welsh Lamb recipes at eatwelshlamb.com."
Love Lamb Week was established by Cumbrian sheep farmer Rachel Lumley in 2015 to encourage consumers to enjoy lamb during its peak season and to improve understanding of the people and work involved in its production. Since its inception, the National Sheep Association has been a real driving force behind the Love Lamb Week campaign – with their social accounts being used extensively to spread the campaign’s messages: @LoveLambWeek on Facebook and @LoveLambUK on Instagram.
Farmers and others working throughout the sheep sector will be encouraged to get involved by sharing their own experiences, images and stories on social media. The campaign aims to help consumers better understand where lamb comes from while building recognition of the contribution sheep farming makes to food production, rural communities and the UK’s landscapes.
