Celebrated broadcaster, comedian and chef Hardeep Singh Kohli joined Edinburgh Fringe revellers to launch a new campaign for Specially Selected Pork.
Hardeep, who is performing daily in his “Chat Masala” show in Edinburgh’s Gilded Balloon, was joined by Fife pig farmer Andrew Peddie to unveil the new “Look for the Label” campaign.The pair tempted hungry festival goers with a selection of delicious dishes highlighting the versatility of pork which Hardeep describes as “the king of meats.”
“Pork is undoubtedly the king of meats in my opinion and you don’t get any better than Specially Selected Pork from Scotland.
“It is raised to some of the highest welfare standards in the world by farmers who care about their animals and it tastes fantastic,” he said.
Providing a belly full of curry and laughs, Hardeep rounded off his renowned chat show by cooking up a storm and showing guests how to enjoy Specially Selected Pork – one of his favourite ingredients – in the comfort of their own home.
Research has shown that Brits eat a staggering £1.9B worth of pork each year. However, with more than 60% of all pig meat being imported, Scots are encouraged to support local suppliers and choose Specially Selected Pork.
The new Quality Meat Scotland campaign aims to highlight the quality, affordability and versatility associated with the label and the world-leading quality assurance behind it. The Specially Selected Pork label also guarantees the traceability of the meat from farm to fork, ensuring it has been born, reared and slaughtered in Scotland.
Laurent Vernet, Quality Meat Scotland’s Head of Marketing said: “Pork has always been a popular choice with consumers but we hope this campaign will encourage people to look for the Specially Selected Pork label when buying their pork.
“The Specially Selected Pork label not only assures traceability and quality but also assures animals have been reared to animal health and welfare standards approved by the Scottish SPCA.”
The campaign will be supported by outdoor, online and press advertising as well as branded materials in Scottish supermarkets including ASDA, Tesco and Sainsbury’s stores.