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British pig producers have a never-to-be-repeated opportunity to get pork on to pub menus

by 5m Editor
24 August 2004, at 12:00am

UK - The big pub chains are currently running scared after being told in no uncertain terms by government ministers that if they want to remain members of the human race they must put a stop to the binge drinking that's blighting Britain's high streets.

National
Pig
Association

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

5m Editor