There's no substitute for first-hand experience but few catering butchers have ever been on to a pig unit to see what happens themselves.

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To start putting that right, the British Pig Executive (BPEX) took a group on a farm tour to show how free range pigs are produced and the benefits in supplying premium assured pork to customers.

The day, which was hosted by Staffordshire farmer Rob Mercer included a tour of his Packington Pork pig farm where butchers saw the welfare-friendly environment in which the pigs are raised.

Rob said: "We were delighted to show them around and give them an idea of our high welfare standards. That makes a real difference to the pork.

Assurance and traceability mean the customer also knows exactly what they are eating and the history behind it."

BPEX foodservice trade manager Tony Goodger said: "Our Pork in Foodservice report shows the opportunities for the foodservice market in introducing more premium pork dishes to menus.

"Caterers and their suppliers need to work together effectively to ensure they source consistent top quality pork that will really add value if they are to command and justify premium prices.

Peter Godfrey, whose company supplies a number of top London hotels and restaurants, said: "It is important to have a good relationship with farmers as they need to understand what our customers want.

"Demand for free-range pork is starting to increase. It offers such good eating quality but there is still work to be done in the catering industry to demonstrate why premium and quality should reign over price."

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