NamLamb launches to promote local lamb
Namibia has launched NamLamb, a national initiative aimed at promoting locally produced lamb, creating market opportunities for sheep farmers and raising the profile of the country’s small-stock sector.
Launched in Windhoek on Friday, the initiative comes ahead of Namibia’s participation in the inaugural Lamb Champs Invitational in Pretoria on 31 October, where 10 Namibian producers will compete against 10 South African farmers.
NamLamb was founded by sheep producers Lenn de Jager and Hannes Agenbach, who say Namibia produces a quality lamb product whose story deserves greater recognition. “Namibia produces an exceptional lamb product, and its story deserves to be told,” De Jager said.
The initiative aims to connect consumers with the farmers, landscapes and production practices behind Namibian lamb, with a focus on natural veld production, hormone-free farming, responsible practices and the country’s animal health status.
“NamLamb is about more than a competition. It is about building a long-term platform that celebrates our sheep producers and creates sustainable market opportunities for Namibian lamb,” De Jager said.
Team Namibia heads to Pretoria
The Namibian team comprises Lenn de Jager, Hannes Agenbach, Franco Burger, Andries Steenkamp, Louis de Jager, Eddie Agenbach, Wilbur Mostert, Hannes Visagie, Koos Briedenhann and Danie Steenkamp.
The finalists were selected at the NAU Agri Braai in April and formally introduced as Team Namibia during Friday’s launch.
Lamb Champs, organised by the Southern African Agri Initiative (SAAI), brings family farmers together to compete for recognition for producing high-quality lamb, while creating opportunities to share their stories and connect with consumers.
De Jager said the competition would give NamLamb an opportunity to showcase Namibian producers and introduce the country’s lamb industry to audiences beyond its borders.
Agra backs initiative
Agra has backed NamLamb, with chief executive Arnold Klein saying the initiative could help create greater recognition and market opportunities for small-stock farmers.
Klein said the sector had been neglected over the years, leaving sheep farmers with limited opportunities to market their products and secure prices that reflect their quality.
The initiative emerged from discussions involving Agra, SwiftVEE and SAAI. Klein said SwiftVEE chief executive Russell approached Agra with the idea of introducing a similar initiative in Namibia.
Following discussions with SAAI chief executive Francois Rossouw, the parties engaged De Jager and Agenbach, who were already working on the concept.
The initiative came together in less than a month, with Agra mobilising its team and approaching corporate sponsors.
Corporate backing
Bank Windhoek has committed N$250 000 to the inaugural campaign as its exclusive banking partner, while Santam has pledged N$100 000 as the exclusive insurance partner.
Agra is a supporting sponsor and will coordinate marketing and administrative activities for the NamLamb team.
Other supporting sponsors include SwiftVEE Namibia, Exifeed, NamMeat, Gobabis Toyota, Spar Namibia and Pure Plaas.
From 2027, NamLamb intends to develop local and regional competitions and activations across Namibia, allowing more producers to participate and creating a pathway for selecting future national teams.
The initiative also plans to increase consumer awareness of Namibian lamb and bring producers, retailers, industry partners and consumers closer together.
“Our ambition is for consumers to recognise NamLamb as an identity associated with Namibian lamb, our farmers, our land and our heritage,” De Jager said.
