Scottish meat bosses are splashing out £200,000 in a bid to make pork more appealing to the Scottish.

Quality Meat Scotland wants to get people to buy more Scottish pork, and also change the way they cook it.

Andrew Ovens, marketing controller, said: “People were wrapping the joint in tin foil for roasting so it was overcooked, bland and lacking in flavour.”

QMS will be enlisting the help of Ronnie Corbett and comedienne Karen Dunbar for radio ads and posters in supermarkets urging consumers to ‘make the most of your roast’.

Topics