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Pork on the fork
07/04/2008
Retailers and consumers are being urged to do their bit to support the Scottish pig industry and 'get some pork on that fork!'
Cabinet Secretary for Rural Affairs and Environment, Richard Lochhead, used a visit to Asda in Govan to highlight the difficulties facing the pig sector in Scotland and the Quality Meat Scotland (QMS) campaign to promote Scottish pork.
Mr Lochhead said:
"I am acutely aware that the pig sector in Scotland continues to face difficulties and I am keen that we do all we can to show our support for this sector.
"I am in regular contact with retailers about the need to take a long-term approach to sustainability in the supply chain, as part of our positive working relationship with supermarkets.
"I have also recently written to all major retailers to ask what steps are being taken to ensure this important sector has a long-term future. It is vital at this critical time that high quality, fresh meat is sourced from local suppliers wherever possible to support our pig industry. I know a number of food retailers have already taken positive steps in this direction and have offered their support for the Quality Meat Scotland campaign in stores.
"However there is also a need for consumers to create a demand for Scottish products, and I am delighted to support the QMS campaign which aims to 'get more pork on that fork'
"As part of our ongoing discussion on a future food policy for Scotland, I am aware there is already a growing interest from the public in the quality of their food and where it comes.
"I would urge shoppers to look for the Specially Selected Pork logo and consider using fresh Scottish pork cuts in every day meals, alongside the more traditional Sunday roasting joints."
The Scottish Government has already taken several measures to offer practical assistance. It has commissioned a strategic review into the pig sector in Scotland to help add value and develop market resilience as well as funding a major project to maximise value of the 'fifth quarter' at abattoir level.
Quality Meat Scotland (QMS) is a Non Departmental Public Body responsible for the promotion and development of the Scottish red meat industry. The Specially Selected Pork campaign is aiming to build on the public's increasing appetite for pork, and support for the Scottish pig industry by getting them to look for the Specially Selected Pork logo. It also hopes to harness culinary creativity to look beyond the Sunday roasting joints by using other pork cuts in creative ways midweek. This suggests that QMS's key messages of health and versatility of red meat are getting through.
The advertising campaign was launched with a fleet of taxis emblazoned with the logo and a rallying call to 'get more pork on that fork!' The campaign also includes radio commercials and supporting web mini-sites on some of Scotland's most popular radio stations' websites. The advertising campaign is backed up by a tour of Asda, Sainsburys and Tesco stores by Specially Selected Pork brand ambassadors, handing out tips and recipes for easy and tasty midweek dinners. Materials are also available to independent retailers.
Sales of pork in Scotland have jumped by 10 per cent to nearly £52 million over the past year. The volume of fresh pork sold in Scotland is also growing at a rate of 8 per cent year on year to 11,000 tonnes to the end of January 2008. Last year saw the overall number of Scots eating fresh pork increase by over 2 per cent to 72 per cent of the population over the year. The figures come at a time when the pig sector is warning rising costs could force them out of business altogether. QMS commissioned research has confirmed widespread public support for maintaining a pork industry in Scotland.