The move comes amid fears that the major retailers will be tempted to import cheaper pork for finishing in the UK. In a bid to prevent this from happening, the National Pig Association (NPA) said it would be launching a new 'Pigs are still worth it' promotional push building on the success of its 'Pigs are worth it' campaign from two years ago.
Advertorials are planned for women's and food magazines, while producers will be campaigning to ensure retailers understand that consumers see British as best. "Consumers have been misled over the Britishness of some gammon and we want them to be in possession of all the facts," said NPA chairman Stewart Houston.
According to a recent YouGov poll of consumers, commissioned by the NPA, 85% of consumers assumed that gammon labelled as "British" came from animals reared on British farms and 91% believed it was the responsibility of the supermarkets to ensure they were not misleading shoppers by labelling gammon made from imported pork as British.