Background
The British Pig Executive (BPEX) determines the Meat and Livestock Commissions Pig Strategy for Great Britain and ensures that pig levy payers money is efficiently deployed in line with that strategy.

BPEX approached England Marketing with a particular challenge - as part of its marketing strategy, it needed to understand consumer attitudes towards pork dishes that appeared on pub and restaurant menus, with particular emphasis on lunch and evening meals. The aim of the research was to inform BPEXs marketing strategy with regards to consumer perception of and demand for British Quality Standard pork and provide catering outlets with a clear view of the market, identifying opportunities for product and menu development. 

 The online research provided the basis for the statistical data required to measure the extent of consumer attitudes towards pork dishes and was used to inform the discussion in the group research to gather further insight into these attitudes and the reasons behind them.

Outcomes
The research provided successful outcomes for the BPEX, including encouraging a major restaurant chain to review its menu choices which, in turn, resulted in more customers selecting the newly-revised pork options. A similar study was undertaken with a focus on sausages and the results have been widely used in the food service sector.

"The report gave us fantastically useful information that we refer to time and time again."

Meat and Livestock Commission