National Lamb Day a great success

The day marks an historic moment in 1882 when the first shipment of frozen lamb left New Zealand for the UK, laying the foundation for New Zealand's multi-billion-dollar meat industry.  

“National Lamb Day continues to go from strength to strength as new partners come on board providing their support, and as more people hear about the campaign through our promotional efforts and are encouraged to get involved,” says Rowena Hume B+LNZ General Manager, Insight & Communication. 

“It has been a wonderful collaborative effort across the red meat sector. We partnered with AgProud, B+LNZ Inc, and the Meat Industry Association, and were supported by principal partners FMG and Rabobank, with each organisation playing their role to bring the campaign together,” she added.  

The day was marked with a series of events and activities across the country. 

Strong Parliamentary support  

National Lamb Day festivities kicked off with a parliamentary lamb barbecue hosted by Minister of Agriculture Todd McClay. 

“Over 80 MPs attended, many wearing their NLD t-shirts, and the media coverage of the event was substantial. We could not have asked for better coverage or endorsement.” Hume says. 

“The Country with Jamie Mackay broadcast live from the event ensuring everyone not attending was also able to hear politicians and industry leaders acknowledge the significant contribution the red meat sector makes to the New Zealand economy. Many others have also listened to the podcast. 

“The informal setting provided a good opportunity to talk to MPs about our key policy priorities, and the latest issues and opportunities facing the sector,” she added.  

Helped by a social media clip of Prime Minister Christopher Luxon making a distinctive fashion statement, there have been over 1.6 million views of him talk about New Zealand lamb as the best in the world. The famous t-shirt was later auctioned off for charity raising $1,620 for KidsCan.  

BBQs, media and more      

National Lamb Day generated widespread media coverage, with well over 100 mentions across print, radio, and online. The support from FMG and Rabobank helped give a major boost to promotional efforts. 

Kiwis across the country fired up their barbecues, with 1,145 people registering their barbecue on the NLD website, and five lucky people winning a meat pack. 

Social media also played a key role with thousands reached across the range of B+LNZ, AgProud, media partner and principal partners’ social media channels. People actively engaged and posted stories, videos and comments showing their support.  

One of our Lambassadors and Wellington sheep and beef Farmer Hamish Best took to social media asking people at the Wellington Harbourside Market to share a message of support for NLD. 

B+LNZ Inc’s Instagram saw a 300% increase in engagement (likes, comments, shares, etc.) and over 950 new followers in the 28 days leading up to National Lamb Day —an almost 10% growth in just one month! 

A big shout out to everyone who helped spread the word about National Lamb Day.  

We are looking forward to making NLD 2026 even bigger and to this day of celebration being firmly entrenched in New Zealand’s annual calendar. 

Learn more on the National Lamb Day website. 

Media coverage