LLW aims to ensure customers are both reminded about how good lamb tastes and to reassure them on the sustainability of UK sheep production.

A new collection of digital assets has been developed by AHDB to encourage producers, chefs and butchers to celebrate lamb’s qualities on the plate and in the field.

The initiative is supported by AHDB, the National Sheep Association (NSA), the National Farmers Union (NFU) and National Farmers Union Scotland (NFUS), Meat Promotion Wales, Quality Meat Scotland, Livestock Meat Commission Northern Ireland, The Ulster Farmers’ Union and Red Tractor.

Rebecca Miah, AHDB’s strategy director for beef and lamb, said: “British farmers understand managing their livestock in a considered and sustainable way is a key responsibility – which they continue to embrace. They are doing this with progress made in recent years in areas such as grassland management and genetics.

“Through the LLW campaign, the sheep sector can shine a light on the journey to deliver prime lamb cuts to consumers the length and breadth of the country. The best people, delivering the best produce.”