Pork joints booming at Morrisons

The retailer revealed a 39% jump in the volume of sales of fresh pork joints compared to last year, with beef and lamb experiencing slower growth at just 4%.

It said the rise in sales was attributed to price, with the average cost of a pork joint in store during Q2 of this year (May to July) just £3.61 compared to beef at £7.02 and lamb at £7.52.

Richard Hodgson, group commercial director at Morrisons, said: “We are noticing more and more customers approaching our specialist butchers in-store and asking them the best way to feed their families on a budget.

“Customers are increasingly cooking roast dinners from scratch and our pork joints are proving to be the affordable favourite.”

Louise Welsh, agriculture manager, said: “More of our customers are turning to these easy-to-cook pork joints for mealtimes and it is no surprise, because pork offers everything our customers are looking for – a good-quality, nutritious meal, which offers value for money.

“This boost in sales is good news for our British pig farmers too. We’re now buying over a million pigs a year from British farmers and only sell 100% fresh British pork in our stores.”

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