Industry News
Waitrose enlists celebrity chef in campaign to support pig farmers
Waitrose is urging consumers to ’Save Our Bacon’ with a new a campaign designed to encourage consumers to support a fairer deal for pig farmers.
The campaign is the supermarket’s latest move to highlight its environmental credentials and will be supported by celebrity chefs Gordon Ramsay and Rick Stein.
The activity will kick off in next month’s issue of Waitrose Food Illustrated and consumers are being asked to sign a petition pledging to buy British pork at a sustainable price. It is hoped the activity will raise awareness of the plight of British pig farmers.
Consumers are being invited to sign a petition and pledge to buy pork at a sustainable price at www.waitrose.com/saveourbacon.
According to the British Pig Executive the average farmer loses £26 on every pig they sell - equating to a loss of £6 per second.
Commenting on the campaign, Gordon Ramsay said: ’It’s British pig farmers who produce the world’s best pork - it’s an absolute disgrace that their future is in jeopardy.’
