National Pig Association THE VOICE OF THE UK PIG INDUSTRY NPA is active on members' behalf in Brussels & Whitehall, and with processors, supermarkets & caterers - fighting for the growth and pros-perity of the UK pig industry.

As a result the big operators are looking to increase food sales from 14 percent to 20 percent of turnover. Such a significant hike in emphasis on food means many of them - not just the gastro-pubs - will have to start employing real chefs.

In the past pork has been at a disadvantage because, though immeasurably better than beef or lamb in the hands of an expert, it suffers when prepared by a glorified burger-jockey.

Pub chefs even have their own fast-growing magazine, which marketers can use to help drive home the message that British pork is the food of the moment. However the industry has a long way to go if it is to make headway against the established (but so-so) pub-menu favourites of beef and lamb.

According to respected food chain commentator Clive Beddall - former editor of The Grocer - it's all about giving chefs something different to offer the customers.

He believes British pork can make major headway if the industry as a whole joins in a concerted campaign to lobby the pubs to adopt honest menus - saying where their meat comes from - and serve good, imaginative British pork dishes.

"In other words," he said, "don't allow the beef and lamb boys to eclipse your message. Shout harder and Britain's pressured pubs will respond."

Source: Ian Campbell - National Pig Association - 23rd August 2004