British retailer boosts pork consumption

British supermarket chain Morrisons is launching a significant discount on pork products to boost demand for pork and support the pig sector. 

The campaign was launched in an effort to fuel customer demand and support the UK pig sector amid oversupply and collapsing pig prices. As part of the promotion, the prices of all British Morrisons pork products will be reduced for the next 10 weeks.

The ample supply of pigs in the United Kingdom is a result of difficult exports to Europe due to Brexit, in combination with declining European demand. Due to the outbreak of African swine fever (ASF) in Germany and the associated export restrictions that the country faces, there is a wider supply of pork in Europe and less need for imports.

Support in difficult time
Morrisons hopes that the campaign will stimulate the demand for pork in order to reduce the ample supply of pigs and allow the pig price to climb again. "We are UK agriculture's largest supermarket customer and feel it our duty to help. That is why we are introducing knockout offers to our store - and we hope this will encourage our customers to help farmers by buying more pork."

Chanti Oussoren

Editor at Boerenbusiness who studies the dairy, pig (meat) and feed markets.

c.oussoren@boerenbusiness. Nl

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