Super sows propel farmer to stardom

By Emma Silverthorn

A CLYST St Mary farmer is starring in a 4.6 million advertising strategy which emphasises the high welfare standards adhered to by British pig farmers.

Andrew Freemantle, of Kenniford Farm, features in the advertising campaign which promotes be British Meat Quality Mark and bears the slogans “Best of breed (we're talking about the former)” and “look after the farmers who look after their pigs”.

The advert, which forms part of a campaign by the Meat and Livestock Commission, explains how Brutish pig farmers must meet the stringent welfare standards at down by law.

It reads: Andrew Freemantle's a British farmer born and bred. The pigs he raises on his Clyst St Mary farm are a part of his life as well as livelihood. So when it comes to their welfare Andrew ensures his pigs enjoy living standards that maintain their well-being and good health. Standards that deserve our support. You can help by looking out for pork, bacon and ham carrying the British Meat Quality Standard Mark.”

Andrew, who currently has 250 sows which produce around 5000 pigs per year, said: “Given the investment that all British pig farmers have had to make to meet higher welfare standards, I was pleased to lend my support to a campaign which stresses these factors.”

Andrew's pigs are housed in a modern unit which meets the highest health and welfare standards.

He said: “I am proud to farm in a way which ensures my animals are treated humanely. British consumers expect high standards of the country’s farmers and we must rise to that challenge by offering them the quality products they want .”

Mr Peter Reynolds regional head of the Meat and Livestock Commission, said of the quality mark: “It gives consumers a choice. All the pork, bacon and ham that carries the mark comes from pigs that are raised to very high standards.”

Mr Reynolds said that farmers like Andrew Freemantle whose pork, bacon or ham carries the mark, must meet more than 100 separate standards that are all subject to independent inspection.

Publication: The Exmouth Journal
Publication date: September 14, 2000
Photo: Paul Taylor