Waitrose supermarket is set to sell pigs’ trotters and cheeks in a bid to win back budget shoppers.

In a move praised by the National Pig Association, Waitrose hopes offering cheap cuts of quality meat will lure back consumers who have turned to budget shops to help them through the credit crunch.

Barney Kay, NPA general manager, said: “We applaud Waitrose for adding value at the point of sale.

“Now it’s up to the retailers to promote other traditional cuts – recipe cards would be great for collar joint and belly.”

Pig

Mr Kay said years of special offers and low prices had devalued pork in consumers’ eyes.

Promoting other cuts would encourage shoppers to value British pork and farmers, he said.

Despite an increase in pork prices over the past few months, pig farmers lose an average £7-10 a pig.

Mr Kay warned consumers could lose the option of free-range or organic pork if farmers were forced out of business by a dysfunctional supply chain.