SCOTTISH sheep farmers will be flocking to their local supermarkets to support a campaign to get lamb on the midweek menu.

An estimated 22,000 shoppers will get a taste of the delicious, versatile meat when the Scotch Lamb PGI sampling roadshow – delivered by Quality Meat Scotland (QMS) – visits 40 Morrisons stores and nine Aldi stores in Scotland. The Scotch Lamb roadshows come as new research carried out for QMS reveals that more than half (54%) of the nation consider themselves “stuck in a rut” when it comes to dinner, and more than a third (38%) of people in Scotland never eat lamb midweek.

Jonny Williams, one of a team of Scotch Lamb Champions from throughout Scotland including farmers and others involved in the industry, said: “These sampling events are an excellent opportunity to talk to consumers not only about the versatility of Scotch Lamb, but also about what goes in to putting fresh, tasty Scotch Lamb on their plates.”