Jimmy Doherty to promote Red Tractor pork

Jimmy Doherty to promote Red Tractor pork

Pig farmer and TV favourite Jimmy Doherty has been recruited by BPEX to front a new campaign to promote Red Tractor pork in the New Year, as the price of food linked to grain is expected to rise.

Jimmy Doherty will be fronting the campaign to support Red Tractor pork.

Jimmy Doherty will be fronting the campaign to support Red Tractor pork.

The campaign will be spearheaded by a series of short films presented by Doherty, a staunch supporter of British pig farmers, which have been produced in conjunction with Channel 4.

The campaign comes at a critical time for the pig industry. Reduced supply and price increases are predicted for the pig meat sector next year when animal welfare legislation comes into effect throughout the EU.*

The three-minute ‘web-isodes’ will appear on Channel 4’s online catch up service, 4OD, throughout January and February.

Head of marketing for BPEX, Karen Hughes, said: “These films will give viewers a behind-the-scenes look at the pig farming industry and the rigorous production standards that Red Tractor farmers work to.

“We’ve teamed up with Jimmy Doherty for a number of reasons, not least because he will be able to articulate the Red Tractor message in a way that consumers will understand and warm to.”

This is a defining period for the pig meat supply chain, according to Hughes. “To make sure consumers continue to enjoy the quality of pork they are used to, it is crucial for retailers and foodservice operators to establish effective supply chain arrangements. This will not only safeguard their supplies of Red Tractor pork and pork products but also help ensure the sustainability of the pig industry.”

Jimmy Doherty said: “Eating British Pork is of the utmost importance if we want to retain our pig farming sector. Choosing Red Tractor is a fantastic way of doing just that.”

For more information and campaign updates, visit porkforbutchers.bpex.org.uk/ and www.lovepork.co.uk

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