The Oliver Effect Kicks In

Data shows that consumer purchases of pork shoulder roasting joints - which were given a big push by the celebrity chef in 'Jamie Saves Our Bacon' - were up by 75.3% last week compared to the previous week, which equates to an extra 100,000 roasting joints.

The figures suggest that the programme had a beneficial affect on pork purchases as a whole, with total pork sales up by 15.8% in volume - an additional 500 tonnes.

BPEX Chairman Stewart Houston said: "This is fantastic and more than we could have hoped for. Jamie has achieved a great deal for our high welfare pig industry and this is a solid platform on which we plan to build."

BPEX is currently working to capitalise on some of the attention raised by Oliver regarding pig industry issues. Future plans include a continuation of the campaign for clear and unambiguous labelling and work with public sector bodies to increase public procurement of high welfare British pork.

The pig sector representative body is also pushing for movement on the EFRA Committee's recommendation that a pig industry task force be set up by Defra.

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