A new initiative aimed at boosting sales of British lamb has been welcomed by a local politician.

The “Make it Lamb” campaign, which is being delivered by Quality Meat Scotland (QMS), Agriculture and Horticulture Development Board (AHDB) and Hybu Cig Cymru – Meat Promotion Wales (HCC), is set to reach a majority of the UK population as it rolls out during the year.

Highlands and Islands MSP Donald Cameron said: “Crofters and farmers across my region stand to benefit from a marketing initiative which puts the stress on quality.

“Scotch lamb already has a deservedly excellent reputation and if we can build on that by demonstrating how easily lamb can be used to prepare a wide range of delicious recipes then we could extend its market, especially to younger consumers.

“I wish the campaign every success and hope it provides a boost to our sheep farmers, leading to more sales of quality Scotch lamb across the country.”