Curse those greedy delvers! But what with? I know! How about Aurophobia, fear of gold? Or Barophobia, fear of gravity? And I can hit that annoying wizard with Bibliophobia, no more spells for him!
The TRUE origins of Magic, and dont even get me started on Prophecy.
A plague has hit the local area.
In humans it affects only the most vulnerable, the children and the very old, and even than it's little more than a summer cold. 24 hours of sniffles and then it's gone, barely noticeable really.
To sheep however it is fatal and the whole economy of the area is in serious trouble. If this keeps up the area could well be facing famine.
Somebody (enter the PCs) must find the rare herbs needed to make a cure.