Michelin starred chef Tom Kerridge to champion pulled pork in new BPEX campaign
Michelin starred chef Tom Kerridge to champion pulled pork in new BPEX campaign
Michelin starred chef and restaurant owner Tom Kerridge has been announced as the ambassador of BPEX’s 2015 Pulled Pork campaign.
The new ambassador of BPEX’s pulled pork campaign, Tom Kerridge in action.
Kerridge will demonstrate the simplicity, ease and enjoyment of cooking pulled pork through a series of videos and online chats throughout the month of May. The videos will be available to view via the lovepork.co.uk website which, in addition, will also be hosting a range of new pulled pork recipes.
The films will form part of a wider TV, PR and marketing campaign championing pulled pork, which has brought together processor and retail partners to ensure the entire supply chain benefits.
Kirsty Walker, BPEX head of marketing, said: “Over the past decade, sales of fresh pork have been flat or in decline, and this problem is going to worsen if we don’t reach out to younger consumers and rejuvenate the image of pork. This is an issue that affects the whole pig industry and I’m delighted Tom is on board to help kick start this overall rejuvenation effort with our pulled pork campaign.”
Kerridge added: “Pork shoulder is one of the most under-utilised meat cuts, but one of the easiest to cook, most definitely full of flavour and great value for money. I hope this campaign will inspire people to give pulled pork a go at home.”
