Sainsbury's has launched a commitment to sell 100% fresh British pork, a move that will be rolled out across all stores by July 10.
The retailer estimates the weight of fresh British pork it will require to meet demand will rise by 50%.
Sue Lockhart, head of agriculture at Sainsbury's, said: "Sourcing food closer to home and developing even stronger links with farmers is a key part of continuing to lead on fresh food. Our customers trust us to source the very best fresh food in a sustainable way and we're pleased to announce fresh pork as our latest progress."
Meanwhile, Tom Hind, director of corporate affairs for the NFU of England and Wales, is to take up a new post later this year after securing the role of group director of agriculture with Tesco.
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