Mr Lochhead gave his backing during a visit to an ASDA store in Glasgow’s Govan area (pictured). The supermarket is a major supporter of the campaign and the Scottish pork brand, Specially Selected Pork.

Mr Lochhead said it was vital at such a critical time that high quality, fresh meat was sourced from local suppliers wherever possible to support our pig industry.

"I know a number of food retailers have already taken positive steps in this direction and have offered their support for the Quality Meat Scotland campaign in stores," he added.

“However there is also a need for consumers to create a demand for Scottish products, and I am delighted to support the QMS campaign which aims to ‘get more pork on that fork’. I would urge shoppers to look for the Specially Selected Pork logo and consider using fresh Scottish pork cuts in every day meals, alongside the more traditional Sunday roasting joints.”

QMS Head of Marketing Laurent Vernet saud that half way through the campaign and things are still exciting with a great deal of interest and support

Sales Rising

“For the first time we’ve added high profile taxi advertising to the annual radio promotion. These elements coupled with our traditional in store sales push in supermarkets across Scotland will, I am sure, help build on the success of the last campaign. Sales were up 20 per cent year on year and volume up 27% during the last burst of marketing.”

The campaign comes at a time when the pig sector is warning rising costs could force them out of business altogether. The aim is to reach more than 1.5 million Scottish consumers who will be targeted by the catchy slogan on multiple occasions.

QMS commissioned research last year which confirmed widespread public support for maintaining a pork industry in Scotland.