" . . . Still, McGuire, Kennard and other champions for mutton say the meat has a lot to offer and that rebranding, re-education and investment in small processing plants are needed to create new buzz around the industry. In the U.K., where the Mutton Renaissance Campaign was founded by Prince Charles, those efforts include a push to categorize mutton by location and breed. In the U.S., farmers like McGuire are also eager to differentiate between breeds and diet (grass-fed mutton is tastier, according to experts), while celebrity butchers like Adam Danforth are using social media to impart knowledge on the delicious benefits of dry-aging sheep. . . "