Ethical dining trend opens doors for Britain’s pig farmers

New research shows “ethical dining” is becoming increasingly important to consumers when eating out at restaurants.

This opens up huge opportunities for Britain's pig farmers, and is particularly important at the moment when many are making a loss as a result of steadily falling prices, says National Pig Association chairman Richard Lister, who farms in North Yorkshire.

“British pig producers have a world-wide reputation for their high-welfare husbandry,” he says. “For instance, most continental pig producers still confine sows in steel gestation crates, or ‘stalls’, for part of the time, whereas they have been outlawed on British farms for 16 years.

“And in contrast to the continental pig industry, most British pig farmers favour extensive production systems, where pigs are kept outdoors or in deep-strawed barns.”

Many people, when eating meat out of the home, are now concerned about:

• Its animal welfare status

• Its carbon footprint

• And its provenance

According to research commissioned by the Agriculture and Horticulture Development Board on behalf of NPA, over half of diners — 57 percent — now think animal welfare is important when eating out.

Fifty percent are more likely to buy a dish if the provenance of the meat is shown. And 43 percent think it is important to buy locally-sourced ingredients because they have a lower carbon footprint.

In the light of these new findings, NPA will be contacting foodservice companies to explain why it is important to offer consumers British pork and pork products.

It will explain that in addition to offering farm assurance and traceability, the English pig industry is unique in having introduced “Real Welfare” audits by specially trained vets who assess the welfare of the pigs by checking and recording scientifically selected “well-being indicators”, to help farmers continually improve the welfare of their pigs.

The potential to sell more British pork to the nation's eaters-out is enormous. According to the survey:

• 44 percent of people eat breakfast out of the home at least once a month,

• 75 percent eat lunch out at least once a month, and 42 percent at least once a week,

• And 73 percent eat an evening meal out, at least once a month, and nearly a third at least once a week.

According to the survey, price is still important when eating out, but most important is quality, with 73 percent of diners highlighting ‘tasty food’ as their reason for choosing a particular dish.

The online survey by OnePoll took place October 23-25 with a sample of 2,000.