Shoppers are being targeted with tastings and cookery demonstrations in a bid to boost sales of pork.
The Meat and Livestock Commission and Ladies in Pigs have teamed up to organise the tasting sessions in Sainsbury stores in the south-east of England throughout February.
They will feature a range of versatile recipes created by celebrity chef Phil Vickery and shoppers will be given recipe leaflets. The aim is to encourage consumers to use pork for quick everyday meal solutions.
Francis Slade, chairwoman of LIPS, said: “We’re giving people the chance to try dishes for themselves and we will explain just how easy they are to make.”