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Industry Must Meet Demand For Mutton
The Renaissance Mutton season kicks off on October 1 - with demand this year expected to be up on 2006.
The signs show that the market for mutton is starting to grow, and so more farmers, processors and butchers need to get involved, says The Mutton Renaissance Campaign.
The campaign began in 2004, spearheaded by His Royal Highness The Prince of Wales after he visited sheep farmers in the north of England who were being paid low prices for their cull ewes.
As a direct result, demand is growing, with around 200 family farms, restaurants, butchers and abattoirs across Britain now rearing, selling and serving mutton.
And championed by top chefs such as Brian Turner, Mark Hix and John Williams at The Ritz, it is appearing on the menus of the best pubs and restaurants across the UK.
Renaissance Mutton is from sheep that are at least two years old or who show four incisor teeth. Conformation should be E,U,R or O and fat cover should be 2, 3L, 3H or 4L. The meat should be matured for at least two weeks either by hanging or through the use of vacuum packs.
A report (* see Notes to Editors) shows that the market for Renaissance Mutton can continue to achieve steady growth. Before the launch of the campaign, consumption of quality mutton was considered to be minimal. In the report, released earlier this year, the market was estimated at around 1000 tonnes (34,000 carcases), worth up to £2 million at retail level.
John Thorley OBE, policy director at the National Sheep Association and chairman of the Mutton Renaissance Campaign, says: “Everyone involved in the mutton food chain needs to gear themselves up for the new season, which is from October through to the end of March.
“Thanks to high profile support from top chefs and restaurants, consumers are becoming increasingly aware of the benefits and taste of mutton and so demand is growing.
“But we need more butchers and processors brought on board – many consumers and restaurants who want mutton just can’t get hold of it. Our challenge now is to help match supply and demand so that a sustainable niche market for mutton can develop throughout the country.”
Mr Thorley added: “There are good opportunities here, especially for farmers with large hill or upland holdings. They could consider selling direct to consumers or link up with processors and wholesale distributors with food service or retail customers.”
As part of its work the campaign is building a national directory of businesses involved in producing, processing or selling mutton. To register for free, please email info@muttonrenaissance.org.uk or call 0870 242 3219. For further information, visit www.muttonrenaissance.org.uk
The Mutton Renaissance Club, meanwhile is open to anyone in the supply chain who produces, processes, sells and serves high quality mutton or who is interested in being involved in this growth market.
The club brings together sheep farmers, abattoirs, butchers, chefs and retailers. The aim is for them to share information, ideas and expertise, to address the challenges facing this emerging market.
The next club open event will be held at Northcote Manor in Lancashire on October 3. It aims to provide an opportunity to learn more about the successful production and marketing of Renaissance Mutton, to make contacts and share experiences with others involved in the supply chain. More details about the club and this event are available from Julie Jennings on 01684 892661 / email julie@nationalsheep.org.uk
The Mutton Renaissance Campaign, which is co-ordinated by the National Sheep Association and the Academy of Culinary Arts, it is supported by the English Beef & Lamb Executive and Hybu Cig Cymru-Meat Promotion Wales.
