Liverpool Hog Boss, a prominent hog roast caterer in the
North West, has backed a soon to be launched campaign by BPEX designed to
promote pork consumption in the UK.
BPEX is set to launch a new promotional campaign in 2015
which is designed to encourage younger people – those under 50 years of age
specifically – to eat more British pork. The campaign will start in spring and
will be an update on the previous BPEX marketing strategy.
They hope to rejuvenate the image of pork amongst younger
people by putting pulled pork into the spotlight and making pork fashionable
and cool again.
Kirsty Walker, head of marketing at BPEX, said: “The focus
of this will be on pulled pork. Consumer research has shown us that pulled pork
is a dish consumers are keen to know more about and it also utilises shoulder,
one of the less popular cuts.
“Extensive research showed that pork had a comparatively
poor image, particularly among younger people who didn’t know how to cook it.
There will also be an update on the retail market, how pork is performing.”
A series of conferences have taken place in which they’ve
looked at optimising the amount of pig meat sold per square metre. Conferences
took place on the 18th, 19th and 25th of
November and the 1st and 2nd of December.
The marketing strategy will also entail promoting the health
benefits of pork, setting pork apart from the competition and providing
information on the environmental sustainability of pork.
Giving their thoughts on the news, Liverpool Hog Boss, a
catering company providing hog roasts and pig roast machine hire throughout the
wider Merseyside area, believes the plan is a positive step forward and will
help to make pork even more popular than it is at present.
A representative for the company said: “Pork has really
exploded in popularity in recent years. It’s not just the succulent roasted
pigs that hog roasters like us serve at events, there’s also been a notable
rise in the likes of pulled pork, as BPEX have noticed. No matter where you
look, whether its restaurants, supermarkets or fast food places, you’ll find
pulled pork on the menu.
“It’s great to see so much appreciation for British pork and
we can’t wait to see how popular hog roasts and pork are in another few years’
time. Already pig roasts are one of the most popular catering options around
and we can’t see that changing any time soon.”
To find out more
about Liverpool Hog Boss, visit their website at http://liverpoolhogroasts.co.uk/.