Sheep farmers from across Scotland will be flocking to their local supermarkets to encourage families to put Scotch Lamb firmly on the menu.

An estimated 22,000 shoppers will get a taste of the delicious meat when the Scotch Lamb sampling roadshow – delivered by Quality Meat Scotland (QMS) – visits 40 Morrisons stores and nine Aldi stores across Scotland.

Lidl shoppers will also have the chance to sample Scotch Lamb during September as part of the Scotch Kitchen tour which will also promote Scotch Beef PGI and Specially Selected Pork over the next five months.

The Scotch Lamb roadshows come as new research carried out for QMS reveals that over half (54%) of the nation consider themselves “stuck in a rut” when it comes to dinner, and over 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, joined the QMS sampling team at Morrisons in Hunter’s Tryst, Edinburgh.

“These sampling events are an excellent opportunity to talk to consumers not only about the versatility of lamb, but also about what goes into putting fresh, tasty Scotch Lamb on their plates,” said Williams.

“Farmers work hard to produce a fantastic product which is produced on Scottish farms which meet stringent criteria regarding animal welfare, feeds and natural production methods.

At this time of year, Scotch Lamb is at its most plentiful, so there is a huge scope for more people to routinely enjoy it by adding it to their midweek mealtime repertoire.

Carol McLaren, director of marketing and communications at Quality Meat Scotland, said: “We’ll be encouraging shoppers to look out for the blue Scotch Lamb PGI logo next time they’re in their local store – and to remember that lamb is deliciously versatile for midweek meals, and not just a Sunday dinner!”

Running until October 13, the sampling roadshow forms part of QMS’s “Scotch Lamb, Naturally” campaign.

The nine-week-long promotional push will for the first time include television advertising as part of the promotional mix, along with billboard, press, digital, social and radio advertising.