I’ve been reading Robin Reilly’s biography of Wedgwood, which tells us that he must have heard the name Etruria before he read it because, in his correspondence about his new factory and house, he calls it “Hetruria”.
His promotion of James Brindley‘s Trent and Mersey Canal involved negotiations over its route, ensuring that it ran through Etruria, which other landowners opposed. The Wedgwood Museum summarises his involvement:
“In view of the uncertain and poor road communications it is not surprising therefore, to find Wedgwood, an ardent supporter of James Brindley and his latest plans for the development of a system of canals. Brindley known as ‘The Schemer’ was well known in the Potteries as a millwright and a builder of windmills.
“The earlier navigation schemes of the 17th and early 18th centuries had consisted merely of improvements to natural rivers, which were always subject to the risk of droughts and floods, but Brindley’s new scheme in which he succeeded so admirably, was to make canals independent of the rivers by building them so that they could be carried across the countryside at one level, where necessary on aqueducts or through cuttings and tunnels. …
“A greater scheme by far was a canal linking the rivers Trent and Mersey or ‘Grand Trunk’ canal, as Brindley called it, which was warmly supported by Wedgwood, who acted as its Treasurer as he states: ‘at £000 Per ann. out of which he bears his own Expences’. … The proposed line of the canal passed the front of the Etruria Works and afforded an easy means of transport connecting with both the ports of Liverpool on the west coast and Hull on the east coast.”
Mervyn Edwards says of Wedgwood’s Etruria works, “had the rambling complex not been demolished, it would by now have been a world heritage site.”