Rising feed prices meant English pig farmers were incurring terrible losses and faced ruin.
With pig farmers levy body BPEX and the National Pig Association, we conceived the Pigs Are Worth It! campaign to highlight animal welfare standard that were higher than EU imports and save the industry. The primary objective was to put pressure on supermarkets to raise the price they paid for pork by showing there was support from politicians, opinion formers and consumers.
Online campaigning and a major rally at Downing Street precipitated parliamentary debate and widespread advocacy from MPs in support of the farmers. Producer pork prices rose significantly, allowing pig farmers to return to profit.