tesco blames rules

Lucy Neville-Rolfe said that while the retailer was sympathetic to the problems the industry was facing, it had to be careful how it reacted following the problems it faced on milk pricing. That case saw the supermarkets fined £116m for allegedly fixing the prices of milk, butter and cheese. However, the retailers claimed the price rises were only aimed at helping an industry that was struggling.

Neville-Rolfe said: "We have to be careful after the milk case. Modern competition legislation makes getting industry together to deal with problems no longer possible." She said Tesco would continue to buy British pork through suppliers who were buying product at market prices.

== CUTS AD HITS THE MARK ==

The Pigs Are Worth It pork cuts poster ad was recently recognised as Advert of the Week by Campaign magazine, the industry publication for the advertising sector. The advert was posted at 15 billboard sites in London's top railway stations in addition to 85 sites across London Underground stations.

A play on the traditional guide to pork cuts, the advert outlines in no uncertain terms the key cuts threatening the pig industry.

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