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Campaign planned to boost pork’s popularity

Author Damien Wilde
Posted On 25th March 2015


Pulled pork has taken the nation by storm. A few short years ago the slow-cooked method of cooking pork wasn’t commonplace in commercial kitchens, but now the dish is thriving and given a prominent place on many menu boards of fine-dining restaurants, fast food outlets and gastro-pubs. Whether you want it as a main, as an accompaniment or part of your sandwich filling, we’ve gone crazy for tender pulled pork.

But despite its rise to prominence in commercial establishments and being a favourite amongst diners, it seems that pork isn’t as popular as you might think…

A brand new marketing initiative is set to hit our screens in the next few months that will – it is hoped – change the perceptions of pork amongst the younger demographics. Research has indicated that many people eat little fresh pork at home, with the exception to the rule being those over sixty.

The first wave of promotion material, the bulk of which will be television adverts, will be unveiled in May with a second burst following later this calendar year. It is believed that these TV spots will be supported by a coordinated PR and social media campaign that has created with the backing of leading retailers and processors.

“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,” Kirsty Walker, BPEX’s head of marketing said.

“This is an issue that affects the whole [industry] and I’m delighted that the processors and retailers have got behind the campaign and are investing in it themselves, making it an industry-wide, integrated campaign.”

The campaign, it is admitted, will take time. But as a knock-on effect it is expected that foodservice operators will see a substantial benefit in sales of all pork dishes as a result of the prominent advertisements.

And to hopefully help provide some inspiration for some new pork dishes for your menu or special boards, here’s a firm favourite of ours:

Fruit-glazed Roast Pork


  • Pork Leg
  • 150ml (Dry) Cider
  • 150g Apples (diced)
  • 125g Apricots (diced)
  • 100g Prunes
  • Handful or raisins and/or sultanas
  • 2 tbsp oil



  • Preheat your oven to 180°C/350°F/Gas Mark 4.
  • Place the fruit and cider into a medium sized pan.
  • Bring to a boil. Allow to first simmer and then cool for a few minutes, until the contents are sticky.
  • Heat the oil in a roasting dish and then brown the pork.
  • Once the pork is browned, pour over three quarters of the fruit/cider mixture.
  • Cover with tin foil and cook until done, basting the meat with the remaining liquid and fairly regular intervals.

photo: anotherpintplease (Flickr, used under Creative Commons)