Loved for its rich taste, mutton was the meat of choice for many British families up until the 1940s. However, changes in farming practices and decreasing wool prices after the Second World War resulted in lamb becoming more prominent, with the trend continuing into the 21st century.

With the sheep-farming industry suffering, HRH The Prince of Wales enlisted the assistance of the National Sheep Association’s former chief executive John Thorley to help revive mutton. Launched in November 2004 and aided by support from popular chefs such as Gary Rhodes, Jamie Oliver, and Marco Pierre White, the Mutton Renaissance Campaign successfully helped the whole industry benefit from renewed interest in the meat.

The Prince of Wales had long been concerned by the low prices received by sheep farmers for their fleeces. In February 2009 he convened a meeting at Clarence House with representatives from across the industry to see what could be done to improve the situation,  where it was agreed to undertake a project to help improve the situation of the sheep farming industry.

In January 2010 the Wool Project was launched to key industry stakeholders, where plans were discussed to regenerate the market for wool throughout the entire pipeline. 

The main wool organisations from around the world have joined together to back The Wool Project and to promote wool generically. The Prince said, “The wool industry is truly international and I am glad that the Wool Project is now a partnership that includes the wool-growing organisations of Australia, Britain and New Zealand.”