Britain's pig farmers and processors have launched a campaign calling on food service operators to pay higher prices for pork products.
The British Pigs Are Worth It campaign comes after a global jump in feed prices, which have pushed up production costs for pig farmers by more than 30% in the last year.
Launched with an open letter calling on operators to pay a fair and sustainable price for all pork products by increasing the price they pay farmers by 34p per kg to £1.44.
Without the increase farmers stand to lose £200m during the next year.
British Pig Executive chairman Stewart Houston said: "While feed costs have risen and look set to rise further, there has actually been a downward pressure on the price that pig farmers receive.
"This squeeze clearly can't go on. Something has to be done and that is why we are calling on the foodservice industry to pay us a reasonable price."
A website and online petition has been launched by the National Pig Association to encourage consumers to register their support.
The organisation is also targeting supermarkets to try to get them to up the price they pay suppliers for pork.
By Kerstin Kühn