Ahdb Cereals & Oilseeds

In this pork-focused edition of AHDB’s Food and Farming podcast, AHDB’s John Bates chats with pig farmers Rob Mutimer and Fergus Howie, and AHDB Senior Marketing Manager Nicola Dodd. They discuss our Mix up Midweek with Pork marketing campaign, as well as our We Eat Balanced campaign, which are both targeting consumers during January and February. Since 2017, we have been changing the perceptions of pork by positioning it as a tasty, healthy, quick and easy dish to cook during the busy week. Independent evaluation of the January 2021 pork marketing campaign shows it reached more than 85% of UK households, with consumers’ desire to buy pork at its highest level in three years. Now in its fifth year, we are promoting the health and taste credentials of pork at the start of the year – a time that is associated with consumers trying a healthier diet and new lifestyle changes.   Find out more about the Mix up Midweek activity and how you can get involved Find out more about the We Eat Balanced campaign