A revised quality standard mark for pork, bacon and ham has been given the go-ahead by the European Union.
The new mark, which will soon be appearing on shelves, has come about following negotiations between the British Pig Executive and the EU.
BPEX marketing manager Chris Lukehurst said: “The old mark served the industry well but the market has changed and a new one was needed.
“The idea is to make labelling clear and unambiguous.
“We will launch an advertising campaign for the new mark early next year but it will also be used in a campaign this autumn that will focus on pork meat as a healthy and low fat option.”
BPEX chairman Stewart Houston added: “This approval is very timely, coming as it does, shortly after a BPEX report showing that as much as 70% of imported pork is produced under conditions which would be illegal in the UK.”