New Ad Campaign Launched
22 January 2008
UK - A new £1.5m, national advertising campaign has been launched to help save the British pig industry by winning a fairer price for their pigs. The adverts, are appearing across national newspapers and carry the line "Save a rare breed from extinction. No we don't mean the pig."
A campaign, started by BPEX last year, has succeeded in persuading supermarkets to begin to raise prices on a range of pork and pork products. But little of this extra money has been passed all the way down the chain to farmers. The aim of the current advertising campaign is to help win a bigger share for farmers.
The campaign calls on consumers to support farmers by selecting pork and pork products that carry the British Pork Quality Standard Mark on pack. Consumers can also register their support for the campaign by visiting www.pigsareworthit.com BPEX Chairman Stewart Houston said that retail prices have begun to rise but these rises have not been widely passed all the way down the supply chain to farmers.
"If a large number of farmers do quit the industry there simply won't be enough quality pig meat to meet consumer demand. Prices will rise sharply and there will be less high welfare pork on supermarket shelves," he added.
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