More than 65 per cent of diners would like restaurants to stock high levels of British meat.

British produce increasingly important to consumers

Over half of consumers who dine out in restaurants care about the provenance of meat, according to new research.

Figures released by the National Pig Association (NPA) show that more than 65 per cent of diners would like restaurants to stock high levels of British meat.

The figures show that eating establishments could now attract significantly more customers by stating where the meat comes from on their menus. 

NPA chief executive Dr Zoe Davies explains: "Traditionally foodservice hasn’t been a great supporter of British pig farmers. Many outlets preferred to buy imported product at the lowest possible price, rather than consider quality issues such as food miles, animal welfare and traceability.

“But now the world’s most successful restaurant chain, McDonald’s, is demonstrating it makes good business sense to source British pork, because that’s what customers want, particularly since Horsegate.”

Commissioned by AHDB Pork, the survey also reveals that over 55 per cent of consumers agree that it is important to know where the meat they are served comes from.

Furthermore, 52 per cent say that having British produce on the menu is very or quite important to them, while 57 per cent say that high animal welfare is very or quite important.

The NPA say that this shows a marked change in consumer attitudes to dining out, as earlier research by the Oxford Partnership in conjunction with AHDB Beef and Lamb found provenance was not a "must-have" for consumers when eating meat out of the home.

"We welcome the change in attitude, which has been spearheaded by a few highly-respected big players in foodservice, such as McDonald's," said Zoe.

“It’s good news for Britain’s high-welfare pig farmers who, unlike their continental competitors, can offer a choice of indoor or free-range pork, and all stages in between.”