Love Lamb Week has returned from September 1-7, celebrating the farmers, landscapes and food behind lamb production across the UK.

Now in its 11th year, the campaign is being led in Wales by Hybu Cig Cymru – Meat Promotion Wales (HCC), alongside the Agriculture and Horticulture Development Board in England, Quality Meat Scotland and the Livestock and Meat Commission in Northern Ireland.

The campaign, supported by organisations including the National Sheep Association, National Farmers’ Union and Red Tractor, will use the established Make it Lamb campaign to highlight both the people and processes behind lamb production and the variety of meals that can be made with lamb.

HCC will promote the campaign through television, video-on-demand, digital advertising, social media and press activity. Farmer stories and recipe content will feature prominently, while HCC will also reach more than 30,000 consumers through its newsletter.

Marketing manager Pip Gill said Love Lamb Week was an 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,” she said.

HCC is also developing potential influencer, retail and on-pack promotional activity as part of the campaign.

Love Lamb Week was established by Cumbrian sheep farmer Rachel Lumley in 2015 to encourage consumers to eat lamb during its peak season and improve understanding of its production.

The National Sheep Association has supported the campaign since its launch, using social media to promote its messages.

Farmers and others across the sheep sector are being encouraged to take part by sharing their own experiences, photographs and stories online.

Organisers hope the campaign will help consumers understand where lamb comes from while highlighting the contribution sheep farming makes to food production, rural communities and the UK’s landscapes.