Lamb producers must pull together to change tradition and put lamb back on plates all year round. That’s the key call as Love Lamb Week returns for its fourth year from September 1-7.

While tradition sees the country eating more lamb at Easter, Britain typically produces the highest volume of lamb during the last six months of the year, with a peak of supply from September through to December.

National Sheep Association Chief Executive, Phil Stocker, said: “Later in the year is a great time to buy flavoursome lamb. Just like daffodils in bloom, typically the further north in the country you go, the later in the year the lambs are ready for market because of the seasons and the length of our country.

“Tradition has conditioned us to buy lamb at Easter and in the spring, with many shoppers probably unaware that the volume of our home produced lamb increases towards the autumn. With Love Lamb Week landing in the first week of September, it’s a perfect time for our industry to remind people to eat lamb year round.”