ABSTRACT
The picture of a large island with green, rain-fed pastures and hills populated by occasional shepherds and their herds still comes to mind when people think of the United Kingdom. The UK is home to Europe's largest sheep production system, and relies on grass-based diets. The UK sheep industry with its 16 million head of breeding ewes and rams focuses on sheep meat production; wool and milk production are of little significance except for a few specialist producers who focus on these commodities. The UK pastoral system is based on grass-fed lamb production systems, in which supplementation is only used to compliment grazing systems. This explains the pastoralist's strong dependence on adequate pastures and grass availability. Lamb supply chains are increasingly consumer driven especially those directed to the European market. Producers must adjust to market demand. Knowing what customers want has become a key to success. The environmental friendliness of livestock production systems is also of increasing importance to consumers.
