Wales prepares for biggest ‘Love Lamb Week’ yet

Love Lamb Week, the grassroots initiative started by sheep farmers to highlight their outstanding produce, is back – and it’s bigger and better than ever with events all over Wales and beyond to promote top-quality PGI Welsh Lamb.

From the 1st to the 7th of September, farmers and consumers all over the UK will be sharing their love of lamb, and Welsh red meat body Hybu Cig Cymru – Meat Promotion Wales (HCC) is fully behind the promotion.

In a special brand partnership to coincide with Love Lamb Week, Welsh Lamb cooking demonstrations will be held at selected AGA stores right across the UK. From Bath to Bolton and from St. Asaph to Tunbridge Wells, customers will be shown how to prepare delicious slow-cooked lamb dishes. The promotions will be backed up by online competitions via the Welsh Lamb Facebook and Twitter pages where top-of-the range roasting dishes will be up for grabs.

Meanwhile in Cardiff, the Lost Lands Rooftop Cinema will be the venue for a special dinner prepared by Masterchef star Imran Nathoo on September 2nd. Imran’s popular ‘popup restaurant’ nights are adding a new dimension to the Welsh capital’s culinary scene. His unique take on lamb kebabs is sure to delight rooftop diners.

Also, on the evening of Monday September 4th, Welsh Lamb will be the star of the final episode of the primetime BBC Two series, Nadiya’s British Food Adventure. Former ‘Bakeoff’ champion Nadiya Hussain will visit the Brecon Beacons in the company of farmer Richard Roderick to see the outstanding environment in which Welsh Lamb is reared, before cooking tasty dishes with this finest of meats.

“Love Lamb Week is an opportunity to celebrate our outstanding produce,” said Rhys Llywelyn, HCC’s Marketing Manager. “We’re proud to join with grassroots farmers, the National Sheep Association and agricultural unions to be a part of this campaign.

“Summer and autumn is the time of year when Welsh Lamb is most abundant on the retailers’ shelves, so Love Lamb Week is an excellent opportunity to remind UK consumers of the quality, flexibility and provenance of Welsh Lamb,” he added. “That’s why we’ve entered into a brand partnership with AGA this year, to showcase the many different ways of preparing and enjoying Welsh Lamb, including delicious slow cooked recipes.

“Our support for Love Lamb Week is part of our ongoing promotions for Welsh Lamb at home and abroad,” explained Rhys. “In August we celebrated ‘Llamb’s Day’ and undertook online promotions of lamb as a barbecue meat, while later in the autumn we’ll be touring major retail outlets with our cooking trailer and launching an online recipe selector to give British consumers all the information they need to make the most of this iconic and outstanding Welsh product.”