Jamie Oliver has sparked a boom in sales of pork shoulder by inspiring consumers to use the cut more during and since the recession.
Sales of pork shoulder have rocketed 40% by volume in the past 12 months, to 27,000 tonnes [Kantar [52w/e 16 May 2010].
Demand had been stimulated by the 'Jamie effect' following the 'Jamie Saves Our Bacon' TV programme in January last year, said Richard Cullen, consumer insight director at the Agriculture and Horticul-ture Development Board.
In the programme, Oliver featured pork shoulder as a tasty and cheap treat for the family.
"Pork shoulder is a cheaper roasting joint, but it still tastes great and has really caught on during these tough times," said Cullen.
Since then, the meat had been featured regularly by other celebrity chefs and promoted by retailers, he added.
Following Oliver's support, the supermarkets had been quick to capitalise, said Barney Kay, general manager of the National Pig Association. "Retailers spotted a great potential success and supported it."
The popularity of pork shoulder was showing no sign of letting up, according to Jim Viggars, Asda red meat senior trader. Sales at the retailer had risen 38% by value and 60% by volume in the past four weeks, he claimed. "Customers are looking for great taste and value. Pork shoulder delivers on both."
Meanwhile, Jamie Oliver is looking to jump on the bandwagon he started by expanding his grocery brand, which currently includes foods such as pasta sauce and pesto, into fresh pork and pork sausages for the first time.
Two sausage variants, Beautiful Coarse-Textured Italian Style Sausages and My Best Cumberland Sausages, and My Favourite Old-School Pork Chops and Pork Neck Fillets, go into Tesco next week.
All the new meat products are produced by Cranswick Country Foods. Prices start at £2.59 for sausages and £3.70 for the fresh pork range.
Sales of pork shoulder have rocketed 40% by volume in the past 12 months, to 27,000 tonnes [Kantar [52w/e 16 May 2010].
Demand had been stimulated by the 'Jamie effect' following the 'Jamie Saves Our Bacon' TV programme in January last year, said Richard Cullen, consumer insight director at the Agriculture and Horticul-ture Development Board.
In the programme, Oliver featured pork shoulder as a tasty and cheap treat for the family.
"Pork shoulder is a cheaper roasting joint, but it still tastes great and has really caught on during these tough times," said Cullen.
Since then, the meat had been featured regularly by other celebrity chefs and promoted by retailers, he added.
Following Oliver's support, the supermarkets had been quick to capitalise, said Barney Kay, general manager of the National Pig Association. "Retailers spotted a great potential success and supported it."
The popularity of pork shoulder was showing no sign of letting up, according to Jim Viggars, Asda red meat senior trader. Sales at the retailer had risen 38% by value and 60% by volume in the past four weeks, he claimed. "Customers are looking for great taste and value. Pork shoulder delivers on both."
Meanwhile, Jamie Oliver is looking to jump on the bandwagon he started by expanding his grocery brand, which currently includes foods such as pasta sauce and pesto, into fresh pork and pork sausages for the first time.
Two sausage variants, Beautiful Coarse-Textured Italian Style Sausages and My Best Cumberland Sausages, and My Favourite Old-School Pork Chops and Pork Neck Fillets, go into Tesco next week.
All the new meat products are produced by Cranswick Country Foods. Prices start at £2.59 for sausages and £3.70 for the fresh pork range.
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