LAST NIGHT Footprint attended the launch of a new campaign fronted by pig farmer and TV favourite Jimmy Doherty at Channel 4. Doherty has been recruited by BPEX to front a new campaign to promote Red Tractor pork in 2013, as the price of food linked to grain is expected to rise.
The campaign comes at a critical time for the pig industry. Reduced supply and price increases are predicted for the pig meat sector when animal welfare legislation comes into effect throughout the EU.
The three minute 'web-isodes' will appear on Channel 4's online catch up service, 4OD, throughout January and February. Consumers will see Doherty express support for pig farmers who produce pork, sausages, bacon and ham to Red Tractor standards.
This is a defining period for the pig meat supply chain, according to Karen Hughes, head of marketing for BPEX. "To make sure consumers continue to enjoy the quality if pork they are used to, it is crucial for retailers and foodservice operators to establish effective supply chain arrangements. This will not only safeguard their supplies of Red Tractor pork and pork products but also help ensure the sustainability of the pig industry."
Jimmy Doherty adds: "Eating British Pork is of utmost importance if we want to retain our pig farming sector. Choosing Red Tractor is a fantastic way of doing just that."
For regular updates check www.lovepork.co.uk