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Royal Mutton Campaign Helps Preserve Britain's Rural Landscapes

His Royal Highness The Prince of Wales will visit a North Yorkshire sheep farm tomorrow (Tuesday January 22) as part of his support for the Mutton Renaissance Campaign.

The Prince will visit Grange Farm, near Pickering, which is farmed by Tim Wilson, who also owns a chain of butchers’ shops.

In addition to sheep, Mr Wilson also rears pigs and cattle on his farm. During the day, guests will hear about the challenges facing livestock farmers and discuss continued consumer demand coupled with falling returns for producers. They will also consider the best ways to achieve strength for the livestock sector and through this, develop sustainability for farming communities and deliver greater protection for the countryside.

The Mutton Renaissance Campaign is a personal initiative of The Prince’s, launched in 2004 to get mutton back onto the nation’s dinner plates and create a new market opportunity for farmers.

Since then, the campaign has achieved considerable success with over 400 businesses having registered their involvement and 250 of these having elected to appear on the initiative’s website. Many of these are small farms from upland areas that sell their mutton direct from the farm. Others include leading restaurants where chefs such as Brian Turner, Mark Hix, John Williams and Jeremy Lee celebrate the meat’s taste credentials.

The vital role that sheep play in grazing British hillsides, and the habitat management that this delivers, is a key theme of the campaign. Generations of farmers and their flocks have sculpted upland Britain and a growing market for mutton will help ensure the future of the moors and fells, which are cherished by millions of people in this country.

John Thorley, chairman of the Mutton Renaissance Club, said: “A sustainable market for quality mutton is emerging giving sheep farmers more reasons to keep their animals grazing on the hills. By doing this, the sheep perform many hidden roles. This includes the upkeep of rural landscapes, keeping them open and accessible for visitors and discouraging the spread of dangerous parasites such as ticks.”

Welfare standards are also important in the production of Renaissance Mutton as farmer Tim Wilson explains: “Renaissance Mutton encourages a focus on quality and through this increased animal welfare, as we send well-finished ewes to local abattoirs in small batches. We then use the whole carcase, from primal joints for slow roasting or braising to all the minor cuts that we use in casseroles, pies and sausages.

“By finding a niche market for these ewes, the Mutton Renaissance campaign has increased the value of older stock to farms such as this. In 2003, my flock was half the size it is today and I knew that I could sell all of our older ewes through our own butchers shops - about 100 each year,” he said. “Today, with a much bigger flock, the growing interest in quality mutton means that I’ll sell 400 ewes this year.”

Well-known Yorkshire chef Brian Turner is the president of the Academy of Culinary Arts, one of the organisations at the heart of the Mutton Renaissance Campaign. He will lead a team of Academy chefs to create a mutton menu for The Prince at Grange Farm.

He said: “The best mutton is a meat with a distinct flavour but one that had been almost forgotten until HRH The Prince of Wales stepped in. His passion for farming and good food has encouraged chefs to reappraise mutton and what a treasure we are discovering.

“Its subtle gamey flavour is an ideal partner for winter root vegetables, long slow cooking and an equal match for spiced dishes from North Africa, the Middle East and the Caribbean. It’s also great in curries. I hope to see it more frequently on seasonal menus and also in butchers shops as demand increases from home cooks.”

A new report (see Notes to Editors) shows that the market for quality mutton can continue to achieve steady growth. Before the launch of the campaign, consumption of this type of mutton was considered to be minimal. In the report, released at the start of 2007, the market volume was estimated at 423 tonnes. A supplement to the report, newly published (January 2008), suggests that market volumes have risen by 21% to 511 tonnes.

Stretching from October 1, until the end of March, the season marks the period when Renaissance Mutton is at its best after enjoying a diet of summer grasses and heather and an extended maturation period.

The Mutton Renaissance Campaign is co-ordinated by the National Sheep Association and the Academy of Culinary Arts and is funded by the English Beef & Lamb Executive and Hybu Cig Cymru / Meat Promotion Wales.

ENDS

For further editorial information, interviews, photography or recipes contact:
Matt Exley, Carole Baldwin or Menna Davies at Kabassa Marketing Communications
T: 0117 924 4300 E: matt@kabassa.co.uk / carole@kabassa.co.uk / menna.davies@hotmail.com

NOTES TO EDITORS:

• The report, published in February 2007, was written for the campaign by David Croston, former chief executive of EBLEX who now works as a livestock industry consultant. A supplement to this report has been completed in January 2008 by David Croston.
• Specification: Renaissance Mutton is from sheep that are at least two years old that have enjoyed a forage-based finishing diet. The animals must meet strict criteria for fat cover and conformation and after slaughter the meat should be matured for at least two weeks.
• The Mutton Renaissance Club: This is open to any business in the supply chain that produces, processes, sells and serves high quality mutton or to individuals interested in this growing market.
• The Club brings together sheep farmers, abattoirs, butchers, chefs and retailers. The aim is for them to share information, ideas and expertise and to address the challenges facing this emerging market.
• Website: For further details on businesses involved with the campaign, literary references and recipes, visit: www.muttonrenaissance.org.uk