A new campaign, encouraging consumers to look at the welfare standards behind the pork and pork products they are buying, kicked off in September, with the launch of the Pork Promise across BPEX’s online platforms.

The aim of the campaign is to drive consumers to ‘Give More thought to Pork’ and ‘Make the Pork Promise’ by looking out for the Red Tractor logo when buying their chops, rashers, bangers and gammon.

Consumers are being encouraged to visit the Love Pork website, at www.lovepork.co.uk and the Love Pork Facebook page.

The Pork Promise: From this day forth I promise to give more thought to the pork on my fork, to think twice about whether it’s quality assured pork produced by farmers who prioritise the well-being of their pigs. So, I’m going to look for the Red Tractor logo on my rashers, my bangers, gammon and chops as a sign of this quality and high welfare and ask my friends and family to do the same.

Hundreds of thousands of consumers are expected to take the Pork Promise, demonstrating their support for high welfare pig farmers. Those who make the Pork Promise will be rewarded with a selection of deliciously original, celebrity chef inspired pork recipes.

The campaign really ramps up in October, when advertising will be rolled out on outdoor poster sites, national press and consumer magazines.