Pig industry responds to London Underground ad campaign

The pig industry has expressed frustration over a two-week campaign by Animal Justice Project on the London underground, which has placed 22 large posters across 12 stations, urging commuters to stop eating pigmeat.

The posters, which measure 2m x 3m, feature two designs. One places a piglet alongside a puppy, and the other shows a sow in a farrowing crate with the words: “If she were a dog, we’d call it abuse.”

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They have been positioned directly opposite platforms to face passengers waiting for trains at Liverpool Street, King’s Cross St Pancras, Waterloo, Euston, Vauxhall, South Kensington, Camden Town, Finchley Central, Tottenham Hale, London Bridge, St John’s Wood and Charing Cross.

Animal Justice Project (AJP) says its “Project Pig” campaign is expected to reach 5.7m commuters. Both posters urge the public to “end pig farming” and direct them to the campaign website.

Lizzie Wilson, chief executive of the National Pig Association, said: “This is yet another campaign designed to emotionally blackmail the general public into becoming vegan, a tactic that is not particularly well received.

“Consumer spend on pork is currently up 2.5% year-on-year due to being a reasonably priced protein source that also delivers health benefits.

“In addition, we produce pork via a variety of different welfare-based systems to cater for lots of ethical purchasing choices, and we will continue to meet consumer demands accordingly.”

‘Well funded’

Alistair Driver, editor of Farmers Weekly sister title Pig World, said: “This is another chapter in a sustained campaign targeting the pig sector by well-funded and well-organised animal welfare campaigners, trying to turn people away from eating pork.

“The industry is rightly proud of the high welfare standards seen across its varied production systems, while also, in some cases, aware of where things could be done better.”

Addressing the details on the posters, he added that farrowing crates have long been used in the industry as a means to protect piglets in their early weeks of life.

“The UK pig sector is in the midst of a voluntary transition, ahead of formal government proposals expected later this year, away from traditional crates towards higher welfare flexible systems that confine sows for a shorter period, while also protecting piglets when they are at their most vulnerable.”

Reflection 

Ayrton Cooper, campaigns director at AJP, said: “Our London Underground campaign invites commuters to pause and reflect.

“By placing a pig in a crate alongside the words ‘If she were a dog we’d call it abuse’, we challenge the deeply ingrained perceptions many of us have grown up with. When the same suffering is accepted simply because the animal is a pig, we must ask difficult questions.

“We hope these adverts plant a seed of compassion, spark meaningful conversation, and build momentum toward ending factory farming altogether.”