Sainsbury's pork dons the tartan

Pork, bacon and ham sold on the aisles of the supermarket giant will be labelled QMS's 'Specially Selected' brand, which this year received a £200,000 marketing boost.

Marketing head Laurent Vernet said: "Sainsbury's is working with its existing supplier Vion Halls to increase the number of Specially Selected Pork lines from Scotland. The store has also increased its Scottish bacon range, with Malcolm Allan and Simon Howie providing a new range clearly identified as Specially Selected Bacon.

"Use of the brand will allow the store to promote the fact that these products are coming from farm-assured origins. The new lines include dry-cured smoked and unsmoked Scottish bacon, as well as unsmoked middle and streaky categories."

Sainsbury's deli counter is also to receive increasing volumes of QMS-assured products.

Vernet added that the retailer's support for Scotland's pig farmers is particularly critical at this time, with recent research showing that the pig sector needs to increase sow numbers to ensure future sustainability.

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