New research shows "ethical dining" is becoming increasingly important to consumers when eating-out at restaurants.
And this opens up huge new opportunities for Britain's pig farmers, some of whom are currently making a loss, as a result of steadily falling prices.
Many people, when eating out of the home, are now concerned about: Where the meat they are served comes from; its animal welfare status, and its carbon footprint.
According to research commissioned by the Agriculture and Horticulture Development Board on behalf of NPA, over 50 percent of diners are more likely to buy a dish when eating out, if the provenance of the meat is shown.
Forty-three percent think it is important to buy locally-sourced ingredients because they will have a lower carbon footprint, and well over half — 57 percent — now think animal welfare is important when eating out.
This indicates significant opportunities for British pig producers who have a world-wide reputation for their high-welfare husbandry.
Most continental pig producers still confine sows in steel gestation crates, or "stalls", for part of the time, whereas they have been outlawed on British farms for 16 years.
Also in contrast to the continental pig industry, most British pig farmers favour extensive production systems, where pigs are kept outdoors or in deep-strawed barns.
And the English pig industry is unique in having introduced "Real Welfare" audits by specially trained vets who assess the welfare of the pigs by checking and recording well-being indicators, to help farmers continually improve animal welfare.
The potential to sell more British pork to the nation's eaters-out is enormous. According to the survey:
• 44 percent of people eat breakfast out of the home at least once a month.
• 75 percent eat lunch out at least once a month, and 42 percent at least once a week.
• And 73 percent eat an evening meal out, at least once a month, and nearly a third at least once a week.
According to the survey, price is still important when eating out, but most important is quality, with 73 percent of diners highlighting "tasty food" as their reason for choosing a particular dish.
Some key results from the survey
• 52 percent agree or strongly agree they are more likely to buy a dish if the provenance is shown on the menu.
• 43 percent think it is quite or very important to buy local ingredients, for a reduced carbon footprint.
• And 57 percent rate high animal welfare as quite or very important when ordering a meal.
The online survey by OnePoll took place October 23-25 with a sample of 2,000.
