British consumers are prepared to pay more for pork to help save the UK's pig industry from meltdown, claims the British Pig Executive.
A poll 2,190 buyers found more than three-quarters (78%) would be happy to pay a few pence extra to cover the accelerating production costs threatening British farmers.
Of these, 42% said they would be prepared to pay up to 10% extra with just over a third (36%) happy to pay up to 5% more.
The British Pigs Are Worth It campaign estimates that an increase of 34p per kg to £1.44 in the price people pay for pork could stave off a loss of £200m for farmers during the next year.
Stewart Houston, chairman of BPEX and the National Pig Association, said: "We're asking for modest increases of a few pence on pork, bacon, ham and sausages. The survey results show that many, many consumers will be happy to pay this. If passed on to farmers this will help safeguard the British pig industry."
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By Dee Rossi
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