Michelin-starred chef and restaurateur Tom Kerridge has been revealed as the ambassador of BPEX's 2015 pulled pork campaign.
Kerridge will demonstrate the cooking of pulled pork through a series of videos and online chats on the Love Pork website, which will also host a range of new pulled pork recipes.
The videos will form part of a wider TV, PR and marketing campaign running in May, which aim to convince younger shoppers to try pulled pork by communicating how easy to cook and tasty it is.
Kirsty Walker, BPEX head of marketing, said: "Tom's ‘no pretention' style of cooking and presenting means he is the perfect chef to champion our pulled pork campaign.
"Over the past decade, sales of fresh pork have been flat or in decline, and this problem is going to worsen if we don't reach out to younger consumers and rejuvenate the image of pork. This is an issue that affects the whole pig industry and I'm delighted Tom is on-board to help kick-start this overall rejuvenation effort with our pulled pork campaign.
"Tom is a massive supporter of pork, consistently offering pork dishes on his pub menus as well as demonstrating its versatility in his TV programmes and appearances. We're thrilled he has agreed to help us try and get pulled pork on to every kitchen and dining room table in the land."
Kerridge said: "Pulled pork is one of the restaurant industry's best-kept secrets and consumers just aren't aware of how easy it is to create a great-tasting, impressive dish."