The National Sheep Association (NSA) has revealed the new faces of its Love Lamb campaign – two enthusiastic young sheep farmers ready to educate and inspire the British public.

Following a recent competition searching for a sheep farmer to front the social media activity of the campaign that encourages lamb consumption, NSA, working alongside levy board AHDB, has found not one, but two sheep farmers looking forward to sharing their farming lives on Facebook and Twitter.

Having submitted short video clips explaining their suitability to take on the role, Ernie Richards, from Hay on Wye on the borders of Herefordshire and Powys, and Amy Matravers from Loughborough 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.

Ernie said: “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.”

Ernie and Amy will soon take on activity on the Love Lamb accounts on Facebook and Twitter. For more information on the Love Lamb campaign visit the NSA website at