Pubs can expect increased customer interest in the origins of pork on the menu - and are being urged to come clean about supply sources.
The issue has come to the fore following the 'Jamie Saves Our Bacon' programme shown on Channel 4.
Tony Goodger, foodservice trade manager of BPEX, said: "Country of origin labelling is not specific just to the retail sector - it is equally pertinent to customers when dining out. And that is why we would encourage all establishments to demonstrate to customers that they are proud of their supply chain and promote the source of their pork on menus.
"Not only does it show that you have confidence in, and full knowledge of, your ingredients, but this combined with any additional references, if it is sourced locally, from a traditional breed or outdoor bred, for example, can actually serve to increase the appeal and subsequent sales of a dish."
The programme also focused on the different welfare standards behind pork and pig meat production in Europe, emphasising the stricter regulations imposed on British farmers.
The BPEX Quality Standard Mark (QSM) can plays an important role in helping pubs reassure consumers, said Goodger. "The Mark is used on pork and pig meat that comes from an independently audited supply chain committed to high standards of welfare, quality control and traceability.
"It is also a recognisable standard for consumers, so if you source pork which carries the Mark it makes sense to display it and help differentiate your business - crucial in this current economic climate."