// Morrisons slashes its pork, sausage and bacon prices to help British pig farmers sell their products
// EU pork exports have collapsed in recent weeks
Morrisons is reducing the price of its cuts of pork, gammon, sausages and bacon to help British pig farmers who have been impacted by a collapse in EU exports in recent weeks.
Although Britain is a significant exporter of pork products, since the Brexit transition at the start of this year, the EU has taken substantially less British meat.
Morrisons said that as a consequence, a “pork mountain” is building up on British farms, and pig farmers are struggling to find a home for their produce.
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The Big 4 grocer said it would assist the affected farmers in its supply chain by slashing prices on all of its own-brand pork products for 10 weeks, starting this week.
Morrisons said the goal of the price cuts was to boost demand and play a part in helping the struggling farmers.
The price cuts include a pork shoulder – normally costing £4.20 per kilo – that will now cost £2, or a pork loin – normally costing £6 per kilo – that will now cost £4.
The majority of Morrisons The Best Sausages and Bacon will also be on offer at two for £4, and all of Morrisons British gammon will be cut by one third to just 90p per 100g.
Morrisons said it was also offering bacon or sausage sandwiches and a hot drink to take away from their cafes for only £3.#
“Pig farmers are currently facing difficult times,” Morrisons head of agriculture Sophie Throup said.
“We’re British farming’s biggest supermarket customer and feel it’s our duty to help.
“So we’re introducing knockout deals across our store – and hope this will encourage our customers to help farmers by buying more pork.”