British mutton producers are to mount a winter charm offensive.
Farmers’ leaders say plans for a Festival of Mutton have been drawn up after Prince Charles told industry representatives last year that more should be done to promote the meat.
John Thorley, chief executive of the National Sheep Association, said: “This campaign will take the first vital steps in challenging the nation’s perceptions about mutton.
He added: “If we are to succeed, the entire supply chain must have a good understanding of the rearing and post-slaughter handling that are required to achieve the best
taste and texture in this truly wonderful meat.”
The organisers said that the campaign would revolve around independent butchers and specialist food retailers in its first year. However, a spokesman said there was hope at least one of the multiples would become involved in subsequent years.
No industry spec is in place for mutton, which was a popular meat in the UK until the 1940s.