ENTHUSIASTIC YOUNG sheep farmers, Ernie Richards and Amy Matravers, have been revealed as the new faces of the Love Lamb campaign.

The National Sheep Association announced the winners from their recent competition searching for a sheep farmer to front social media activity and educate and inspire the British public to consume more lamb.

Read more: Farmers urged to back Love Lamb Week

Mr Richards, from Hay on Wye on the borders of Herefordshire and Powys, and Ms Matravers from Loughborough, Leicestershire, were both chosen for their passion and ideas on how they would like to share their farming journeys with the Love Lamb social media audience.

Love Lamb Week was established in 2015 by Cumbrian sheep farmer Rachel Lumley in response to poor lamb prices and low domestic consumption. Rachel sadly passed away in 2020. The new faces of the campaign will now take on Rachel’s legacy and honour her name and ambition to improve the nation’s taste for delicious lamb once again.

NSA communications officer Katie James said: “NSA is proud to work alongside the UK levy boards and other industry organisations to support the delivery of Love Lamb Week each year. NSA recognises however, that the success of the campaign is boosted by farmer’s own activity, telling their personal story of their work to produce a sustainable delicious product in the UK’s beautiful countryside. NSA is confident that Ernie and Amy will do a fantastic job in doing just this whilst helping to grow the following of the Love Lamb Week social media accounts.”

Mr Richard commented on his appointment: “I’m a first generation farmer embracing the farming lifestyle. As part of the Love Lamb campaign I am very much looking forward to having the chance to promote sustainable sheep farming and inspiring everyone by showing that lamb can be a part of a healthy balanced diet.”

Read more: Scottish lamb to be celebrated in QMS supported Love Lamb Week

Ms Matravers, who farms with her parents and also works in the farm’s butchery and farm shop added: "Sustainability, biodiversity and high animal welfare are at the top of our agenda and these are things I am looking forward to promoting with the campaign. I can’t wait to show everyone behind the scenes at our farm, exploring a real farm to fork journey!"

For more information on the Love Lamb campaign visit the NSA website at www.nationalsheep.org.uk/lovelamb