The concept of a 'homemade hog roast' has won the ABN Innovation Award at last week's British Pig & Poultry fair.

Alastair Butler's idea to better balance farmers' carcase utilisation by creating a market for shoulder meat by rebranding it 'hog roast' won him a £1,000 prize.

There were two other finalists in the competition to find ways to grow British pigmeat sales. PR consultant Kerri Worrall proposed the development of a British Champions Reward Card, which would earn the shopper points for buying British, while Tom Martindale outlined a scheme to 'sponsor a pig'.