Bid to put pork back on top of the menu

Industry research has found that pork has a comparatively poor image, particularly among people aged under 50 who said they did not know how to cook it.

Pulled pork, which has become a common feature of gastro pub menus, will be the focus of the campaign which will start in the new year and will be lead by BPEX, the British Pork Executive which represents pig levy payers in England.

Kirsty Walker, head of marketing for BPEX, said: “Consumer research has shown us that pulled pork is a dish consumers are keen to know more about and it also utilises shoulder, one of the less popular cuts.”

The organisation’s research also revealed that although pork is still a popular ingredient, many younger consumers find it harder to cook than other meats and feel it can be dry and tough if they do not get it right.

Under 50s also said they did not feel that they heard enough about pork, compared to beef, lamb and chicken, and that they knew far fewer ways to cook it.

Too few recipes were available online, in magazines and on television to inspire them to try new pork dishes, the BPEX research found.

In a bid to reach more consumers, a new collection of more than 190 pork recipes will be available from next month in a cookbook compiled by Ladies in Pigs, a group of around 300 women formed in 1991 who are dedicated to promoting British pork.