Exclusive Gillian Law Food minister Nick Brown has emphatically endorsed the Meat and Livestock Commission's controversial new pigmeat promotional campaign which has been attacked by the Danes and Dutch as inflammatory. Talking exclusively to The Grocer from Brussels, the minister said: "The new ads are tough, very focused and they're absolutely right." As reported in our last issue, overseas bacon groups have accused the MLC of inflaming the animal welfare debate with "xenophobic advertising". At the heart of the row is an ad, which appeared in national tabloids last week, telling consumers that "in many parts of the world" pregnant sows spend most of their lives either tethered by the neck or in tiny stalls, unable to turn around and with about 18 inches to walk back and forth. However, Nick Brown defended the MLC's stance this week. "The public wrote to parliament demanding animal welfare legislation. It's been put in place so now they must pick up British meat. "It's worth reminding people just how pigs are kept, and what the recycling of meat actually means." The minister rejected the argument the hard hitting campaign could put consumers off all bacon and pork products, irrespective of country of origin. "British people love pork and bacon sandwiches. Britain has a good story to tell and people need to be reminded of it." The minister's comments are certain to provoke a sharp reaction from Denmark and Holland. Meanwhile, although a fierce debate about the ads has continued to flare in UK meat markets, the British Pig Executive (BPEX) on Tuesday agreed to continue with what it called the "thought provoking" first phase of the six month campaign. The MLC statement said consumer research about its advertising proposals had showed a positive response to the tone adopted. BPEX manager Mick Sloyan said: "BPEX agreed, as part of this campaign, that it would actively support retailers and foodservice companies that could demonstrate all the pigmeat they sell is of an equivalent standard to that produced under the Quality Standard Mark." However, it's understood several of the major multiples have forcibly expressed their serious concerns about the tone of the ads, and senior figures within the farming sector have also privately spoken of their shock. - See Opinion and Letters, page 20 and 21. {{NEWS }}