NamLamb officially launched to champion Namibian lamb at home and beyond, 21 September 2026.

A new chapter for Namibia's sheep industry officially began in Windhoek on Friday with the launch of NamLamb, a national initiative established to build recognition, pride and greater market opportunity for Namibian lamb.

The launch brought together producers, agricultural stakeholders, sponsors and industry partners to introduce the NamLamb brand and the vision behind it, while also officially presenting the ten Namibian producers who will represent the country at the Lamb Champs Invitational in Pretoria, South Africa, on 31 October 2026. NamLamb was founded by Namibian sheep producers Lenn de Jager and Hannes Agenbach from a shared belief that Namibia produces an exceptional product with a story that deserves to be told. Namibia's sheep industry has been shaped by generations of producers farming across some of the world's most demanding landscapes. NamLamb aims to give this product a recognisable identity, connecting the lamb on the plate with the farmers, landscapes and production values behind it. The NamLamb production philosophy centres on lamb raised naturally on the Namibian veld, hormone-free, with an emphasis on responsible farming and Namibia's animal health status.

The initiative is therefore intended to extend well beyond competitions and events. Its longer-term ambition is to establish NamLamb as a recognised national brand that builds consumer awareness, celebrates Namibia's sheep producers and contributes towards creating sustainable market opportunities for Namibian lamb locally and internationally. Team Namibia takes NamLamb to South Africa.

One of the first major platforms for taking the NamLamb story beyond Namibia's borders will be the 2026 Lamb Champs Invitational, where ten Namibian producers will compete head-to-head against ten South African producers. Two countries. 20 producers. One champion.

The ten producers representing Namibia are:
1. Lenn de Jager
2. Hannes Agenbach
3. Franco Burger
4. Andries Steenkamp
5. Louis de Jager
6. Eddie Agenbach
7. Wilbur Mostert
8. Hannes Visagie
9. Koos Briedenhann
10. Danie Steenkamp

The finalists were selected at the NAU Agri Braai in April 2026 and were formally introduced as Team Namibia during Friday's launch. For NamLamb, participation in the Invitational is about considerably more than the competition itself. It provides an opportunity to showcase Namibian producers, create awareness of the NamLamb brand and begin telling the story of Namibian lamb to audiences beyond the country's borders.

Representatives from Lamb Champs South Africa also participated in Friday's programme, providing guests with insight into the upcoming Invitational and what awaits Team Namibia in Pretoria.

The establishment of NamLamb has been made possible through collaboration between producers, industry stakeholders and corporate partners who share the vision of creating greater recognition and opportunity for Namibian lamb. Bank Windhoek has committed N$250,000 towards the inaugural NamLamb campaign as the exclusive Banking partner, while Santam has committed N$100,000 as exclusive Insurance partner.

Both partners participated in the official launch and will support NamLamb as the initiative moves from its introduction in Namibia towards Team Namibia's participation in South Africa. Agra is also a supporting sponsor and acts as a marketing and administrative coordinator for the Namlamb team, while additional supporting sponsors include SwiftVEE Namibia, Exifeed, NamMeat, Gobabis Toyota, Spar Namibia and Pure Plaas.

The partnerships will assist NamLamb with the establishment and activation of the brand, Team Namibia's participation in South Africa, marketing and communication, branding and other campaign activities. The involvement of corporate and industry partners at this early stage is particularly significant, as NamLamb is being built as a long-term platform rather than a once-off sponsorship or event.

The launch and Lamb Champs Invitational represent the beginning of a much broader NamLamb journey. From 2027, the intention is to develop local and regional NamLamb competitions and activations across Namibia, providing more producers with an opportunity to participate and creating a pathway towards the selection of future national teams. At the same time, NamLamb intends to grow consumer awareness of Namibian lamb and explore opportunities that bring producers, industry partners, retailers and consumers closer together. Ultimately, the ambition is for consumers to recognise NamLamb not simply as the name of a competition team, but as an identity associated with Namibian lamb and the people, land and production values behind it.

The launch therefore marks the beginning of a longer-term effort to build value around one of Namibia's agricultural products and to give the country's sheep producers a collective platform through which their story can be shared. From the Namibian veld to the consumer's plate, and increasingly to audiences beyond Namibia's borders, NamLamb aims to tell one distinctly Namibian story: Our farmers. Our land. Our heritage. Our lamb.

NamLamb
Born of Namibia. Raised by Nature. Shared with the World.
Contact: Lenn de Jager
Namlamb Founder
+264 81 236 3713