A NEW CAMPAIGN to develop markets for older sheep meat and boost farmer returns is to get underway in October.

The Festival of Mutton, beginning in mid-November, comes a year after the Prince of Wales called on farmers, caterers and meat trade representatives to promote British mutton.

The campaign is backed by the Academy of Culinary Arts and the National Sheep Association, and has support from the English Beef and Lamb Executive, Quality Meat Scotland and Meat Promotion Wales.

ACA president and television chef Brian Turner said: “Butchers‘ shops, speciality food retailers and restaurants all have a role to play in leading a renaissance of this delicious but often over-looked British meat.”

National Sheep Association chief executive John Thorley said the campaign would take the first steps in challenging the nation‘s preconceptions of mutton.

“If we are to succeed, the entire supply chain must have a good understanding of the rearing and post-slaughter handling that is required to achieve the best taste and texture in this truly wonderful meat.”

  • Anyone wishing to get involved in the Festival of Mutton should telephone 0870 242 3219.