The Jamie Oliver effect could work its magic on the beleaguered British pork industry next year as the TV chef is understood to be working on a project for Channel 4 about pigs.

The one-off programme is said to be an “open-handed piece” designed to educate consumers in all aspects of the pork supply chain, touching on welfare, imports and rising costs.

“Jamie is really keen to work with the pig industry and retailers to champion British producers and help consumers know more about the food they eat,” said a Channel 4 spokesman.

The National Pig Association, which has been providing input to the production team, has emphasised it will ensure supplies would meet any sudden soar in demand the programme might generate. “We are going to make sure the retailers know what is coming,” said general manager Barney Kay.

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