The Agriculture and Horticulture Development Board (AHDB) has launched its new campaign aimed at encouraging people to purchase economical cuts of pork to feed their families for less.

The campaign, which launched today (Monday, October 17), will see recipes on the ADHB website that can feed a family of four for under £5, with some recipes costing less than £1/person.

‘Feed the family for less with pork’ will run from today until November 25, 2022, and promote the use of pork cuts like the shoulder, sausages and lean mince in cooking.

AHDB’S head of marketing, Carrie McDermid said: “Our autumn pork campaign focuses on feeding a family for less and we have developed a range of new and exciting recipes that not only deliver on taste but also cost under a fiver.”

McDermid said AHDB has worked with retailers to gain agreement to apply over a million stickers to pork packs with a QR linking to its budget-friendly recipes.

“Pork is presented as a good-value protein that meets consumers’ needs when they are trying to reduce the amount they spend on their weekly shop,” she said.

“The campaign aims to raise consumer awareness of pork’s positive role in healthy meal choices during the current cost-of-living crisis and addresses concerns that people are having to cut meat from their diets.”

The campaign, which also aims to support British farmers, has been running for six years and “comes at a crucial time for the pork industry”, according to McDermid.

“In addition, it continues to encourage consumers to purchase fresh primary pork regularly and maintain a long-term positive attitude toward it,” she said.

Consumers will see the adverts for the campaign online, across social media, during on-demand TV shows and in the aisles and on the websites of eight supermarket chains. 

For the first time, a proportion of the AHDB’s media spend will be dedicated to specifically targeting Generation Z.

The cost-effective pork recipes are available on the AHDB website.