Britain’s restaurants and fast-food chains have been challenged by the National Pig Association (NPA) to copy the country’s supermarkets by sourcing more British meat and promoting the fact to customers.
Citing Sainsbury’s as his example, NPA chairman Richard Lister, said the chain’s decision to extend its 100% policy on British pork, ham and sausages to its sandwiches and in-store cafés had delivered a 10% growth over the past year.
“Sourcing more British meat and promoting the fact on-pack to customers means supermarkets have stolen a huge lead on restaurants and fast-food chains when it comes to gaining public trust,” said Mr Lister, adding that foodservice companies should copy Sainsbury’s example.
The NPA view is based on a recent YouGov survey which found that nearly 70% of shoppers trust the meat they buy in supermarkets either a lot or a fair amount, compared to only 58% trusting the meat they are served in restaurants and 17% in fast-food outlets.
“Many foodservice outlets already make a point of sourcing British, but they don’t always say so on their wall displays and table menus,” said NPA chief executive Dr Zoe Davies. “If they do, this research shows customers will respond really positively.”