Co-op signals a new deal for British pork

UK - The Co-op has promised to ditch 'Waterside Farm', its tertiary brand French pork.
calendar icon 27 June 2006
clock icon 2 minute read

National Pig Association

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.

And it is to put in place an external audit to ensure all imported pork on its shelves meets Britain's stalls-free standard. To ensure the Quality Standard Mark is used wherever appropriate, it is to review its pork labelling.

Guy McCracken, who joined the Co-op last summer as head of food outlets (total sales 33bn), is making his presence felt. He is a former joint managing director of Marks and Spencer, where all food is top quality.

Recently BPISG said it would target the Co-op for special attention if it did not start to live up to its ethical-sourcing image.

The latest signals from the retailer suggest it has decided to move its meat offer up market. If it does, its sales will benefit, and so will British pig producers.

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