The British Pig Executive is calling on supermarkets and processors to improve country of origin labelling on pork products after an investigation by BPEX revealed half of all branded products failed to give clear information.

Presenting the report, BPEX chairman Stuart Houston said:

“Retailers are failing in their responsibilities to enforce their own standards on the products of other manufacturers.”

He added:

“In general ‘Britishness’ is not a key factor in consumers’ purchasing decisions, but in meat purchases, country of origin is a key factor.”