British producers, processors and suppliers are being called on to promote the best of British food and farming as part of an initiative to boost sales of home-grown pig meat, poultry and eggs.

The 2012 British Pig and Poultry Fair is behind the "Champion Pork and Poultry Initiative" project, which is being launched in an effort to recruit producers to help tell the public why they should choose British-produced pig and poultry products. The farmers are being advised to display banners, host farm visits and use social media to tell consumers about the high-welfare, excellent quality products British farmers have to offer.

“We also want pig and poultry producers to tell the public how they are working to protect the environment and making an important contribution to the British economy,” said a spokeswoman for the new project. The initiative will be officially launched at the Royal Agricultural Society’s British Pig and Poultry Fair at Stoneleigh Park in Warwickshire on May 15 and 16.