NPA welcomes supportive Karro 'I Love' campaign

The NPA has welcomed a new initiative from Karro to support British farmers, with a new product range on retail shelves.

The pork processor's ‘I Love’ campaign will see it pledge that 5p for every branded pack sold through retailers will be passed onto independent British farmers. Offering bacon, ham and gammon, Tesco said the ‘I Love’ products offer consumers delicious pork options while also supporting its farming supply chain.

The campaign, which is already live in stores, will see the total amount generated for farmers calculated on a weekly basis based on the number of 'I Love' branded packs sold. At the end of every four-week period the total amount in the fund will be divided between the total number of Red Tractor pigs processed during that period and split between qualifying supplying farmers.

Tesco highlighted the campaign in an announcement this week setting out how it is supporting the pig sector.

Karro said the campaign has been launched following a difficult period for pork producers, driven by record high costs of production, the backlog of pigs on farms, retail demand and high feed costs.

Steve Canham, commercial director at Karro Food Group, said: “The work that Karro is doing to support farmers in need is absolutely vital, especially during what has been a very tough year. We’re very proud of the I Love initiative and hope to expand it in the future.”

Steve Ellis, Karro's chief executive officer, who has been outspoken recently about the importance of the supply chain supporting British farmers, said: “The sudden and significant increase in feed prices have plunged farmers into crisis.

"Whilst we are working collaboratively and proactively with our retail partners to secure a fair price for British pork, we hope this brand can be a permanent support for our hard-working farmers.”

NPA reaction

NPA chief executive Zoe Davies said: "This is a really positive initiative to sell more British pork in retail stores and ensure producers get a better price, as they face record costs of production.

"We would like to see as many retailers as possible stock this brand as part of a wider move to utilise more British pork lines on their shelves."

You can read more about Karro’s ‘I Love’ brand and product launches here.