Morrisons is rolling out a new initiative to assist pig farmers by dropping the price of pork products across its stores.
The Big 4 grocer revealed it is set to reduce the price of seasonal cuts of pork, including chops, steaks, joints and bellies.
The move comes in a bid to support struggling pig farmers following devastating labour shortages and exportation difficulties, as a result of Brexit and the Covid-19 pandemic.
The supermarket will be selling bone-in pork loin, pork loin chop and pork belly for £3 per kilogram, alongside pork shoulder steaks and bone-in pork shoulder for £2 per kilogram.
It is also set to sell 20 packs of pork sausages for £2 and six packs of pork butcher counter sausages for £1.
The retailer also said it will be taking measures to alleviate the growing backlog of pigs by automating its sites and reconfiguring its processes to enable an increased capacity of up to 3000 extra animals each week.
The supermarket added that its locations will receive more bone-in pork joints from its own sites which its butchers will finish in-store to speed up the time spent processing pigs at the farms.
“The British pig industry is struggling at the moment,” Morrisons head of agriculture Sophie Throup said.
“We will therefore be offering our customers great deals on pork throughout the month, as well as trying to help the whole industry to prepare more meat.”
National Pig Association chairman Rob Mutimer added: “[We] are delighted that Morrisons continues to … help alleviate the significant difficulties our farmers still face.
“Anything retailers can do to promote British pork to their customers is warmly welcomed.”