John, who runs the Welsh Sausage Company, has pledged to pay a higher price for his meat provided he can be sure the increase goes back down the supply chain to the producer.

The need for an increase in retail prices was highlighted in a report by the British Pig Executive (BPEX) which charted a doubling in the rise of wheat - the main element of pig feed - in the last year. That means, at present, pig farmers are being paid £1.10 per kilo when their costs are £1.44 a kilo, a loss of £23 a pig.

John said:
"If we need to put up the price I have no problem with that. I have spoken to my customers and they would be willing to pay a bit more rather than see British sausages disappear off the shelves. People are keen to buy British produce but if they don’t look after it, they are going to lose it."