A new study suggests pub customers might be willing to dig a bit deeper into their pockets to support British pork supplies.
Pubs will be wary that what consumers say might not translate into buying behaviour come Sunday lunchtime. However, the study carried out by YouGov on behalf of the British Pig Executive (BPEX) found that 78 per cent of people polled who buy pig or poultry products said that they would be prepared to pay a few pence extra to cover rising production costs and support British farmers.
Of these, 42 per cent said they would be prepared to pay up to 10 per cent more with a further 36 per cent ready to pay up to five per cent more.
Britain's pig farmers have launched a campaign to persuade caterers and retailers to increase the prices they pay, following a 30 per cent increase in production costs due to worldwide rises in feed prices. Farmers are currently paid £1.10 per kilo for pigs that cost £1.44 per kilo to produce.
Restaurateur Antony Worrall Thomson, who is backing the campaign, said: "Consumers happy to pay more? It sounds unbelievable but it's true.
"People really do care about the food they eat and the people who produce it. They want farmers to be paid a fair price and are prepared to contribute a few pence more to protect the future of British agriculture."
Stewart Houston, chairman of both BPEX and the National Pig Association said: "Were asking for modest increases of a few pence on pork, bacon, ham and sausages. The survey results show that many, many consumers will be happy to pay this. If passed on to farmers this will help to safeguard the British pig industry.
"Farmers need this increase now as many are facing ruin. Foodservice operators and multiple retailers pride themselves on listening to consumers. Well, what consumers are telling them is that farmers should receive more, so it's time for caterers and retailers to act."
A website and online petition has been launched at www.britishpigsareworthit.com.