Figures from Morrisons have revealed a 39% increase in the volume of sales of fresh pork joints compared to last year, with beef and lamb experiencing slower growth at just 4%.
The supermarket’s policy of using only British pigs for its fresh pork joints means the rise is also good news for the British farming industry.
The rise in sales can be attributed to the big difference in price between the meats. The average cost of a pork joint in store during Q2 of this year (May to July) was just £3.61 compared to beef at £7.02 and lamb at £7.52.
Richard Hodgson, group commercial director at Morrisons, said: “We are noticing more and more customers approaching our specialist butchers in store and asking them the best way to feed their families on a budget. Customers are sticking increasingly cooking roast dinners from scratch and our pork joints are proving to be the affordable favourite.”
Louise Welsh, agriculture manager, said: “This boost in sales is good news for our British pig farmers too. We’re now buying over am pigs a year from British farmers and only sell 100% fresh British pork in our stores.”
Source: Morrisons
© FoodBev Media Ltd 2024