Sheep farmers are encouraging consumers to make a few menu changes this week, with the launch of this year’s Love Lamb Week, taking place between September 1st and 7th.

Run by farming organisations the National Sheep Association and the Agriculture & Horticulture Development Board (AHDB), the event – now in its third year – is intended to help people feel more confident when it comes to cooking lamb.

However, the focus this year is on encouraging younger people to start eating the meat, as well as older demographics. Over the last 15 years, fewer people have been eating lamb regularly – and those aged over 55 seem to enjoy it the most.

As such, the team behind the initiative has buddied up with parenting advice site Mumsnet to help families feel more confident when cooking with lamb.

Lamb marketer at the AHDB Nick Lamb commented: “We’d like to give mums and dads the confidence to cook lamb using leg steaks as an easy introduction. They are low fat, relatively low price and can be cooked in less than 15 minutes, with advice from Mumsnet and recipes on Simply Beef and Lamb website, families can feed their flock with an easy and nutritious meal.”

This is the perfect time for sheep and lamb farmers to encourage people to start eating this kind of meat once more. Look at your marketing strategies to see if there’s anything you could change that might help people consider lamb as an option when out shopping for their groceries each week.

And if you need lamb multivitamins and more, check out the Day and Sons website now.