HERDWICK sheep breeders are hoping ethical shoppers will expand their horizons and invest in their fell-bred lambs to preserve Lakeland's cherished landscape, reports Jennie Dennett.

With support from among others Friends of the Lake District, the Lake District National Park Authority and LEADER+, The Herdwick Sheep Breeders' Association has launched its own direct-marketing scheme.

Some 40 Lake District hill farmers will sell half and whole lambs and shearlings cut ready for the freezer in boxes delivered by mail order.

The simple pitch is that consumers will be ensuring a better price for hill sheep and consequently keeping the endearing Herdwick on the hills. Without that improved return, many hill farmers are expected to quit farming the fells, leaving them sheep-less and without the grazing that ensures the land does not return to scrub.

"People are going to be getting a high quality product but they're also going to be supporting the Lake District fell farming system," said Eric Taylforth, of Great Langdale, a key member of the scheme with his fell flock and with his 2,500 Herdwicks.

"We hope people that walk the Lakes will support the fells they have walked by ordering a lamb. It's their way of putting a little bit back into the Lake District."

Herdwick Direct has been prompted by the demise of subsidy payments paid per animal and the advent of the Single Farm Payment on January 1 this year.

The economics of hill farming, which have for years been tenuous at best, have been made yet more tricky.

For a start, hardy breeds like Herdwicks don't have as many lambs as their lowland counterparts. And most farmers keep around half of them to maintain the flock, putting them on the hills with their mothers so they learn their territory becoming hefted', a habit that means the fells can be farmed without fencing.

At current market prices, store (male) lambs are making around £15 to £25 at auction. But without the £17 to £18 headage payment each animal used to attract, there is not enough cash to really justify the business. Farmers will now be getting the area-based single payment plus support from environment schemes, but they do not have to keep the sheep to claim the cash.

Given the hard graft involved in sheep farming and the fact that many hill farmers are nearing or beyond retirement age anyway, the expectation is that many will give-up their flocks.

"We are trying to give people some real market income through Herdwick Direct, to keep their flocks going," explained Geoff Brown, secretary of the Herdwick Sheep Breeders' Association. "The Herdwicks are an important part of the Lake District scene. It's something important to maintain, something as precious as a Constable painting."

Through the scheme, people will place their orders with the butcher and small abattoir, Aireys of Ayside. Mr Taylforth, who is fieldsman for the scheme, will then go and select a lamb from the member farms to fulfil the order. Lambs will cost from £90 up to £115 for an older shearling prized for their distinctive flavour. Each will be cut to provide loin chops, bone-in legs, bone-in rolled shoulder plus sausages and kidney, all packed in a freezer box delivered to the door or picked-up from Aireys.

"This isn't expensive," said Mr Taylforth. "If you're going to a supermarket and buying all these joints it would be pricier. You will be buying a whole one cheaper and be sure you are buying Herdwick.

"People are often told the next way of life here is to look after visitors but will visitors want to come and look at the Lake District if its not looked after? The landscape of the hills, we look after it. It was created through sheep grazing and has been for generations. We want it to carry on that way."

l To find out more about the scheme or order a lamb contact Aireys at or email herdwick@ktdinternet.com.