Vion Food Group, one of the UK’s leading food manufacturers, has launched a campaign using digital marketing, social media and consumer events to boost the sales of pig meat.

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“As a leading UK pig processor, we recognize our responsibility to highlight the benefits of pork, encourage consumers to try new meals using pork and help them learn more about pork,” said a spokeswoman for the company, which enlisted the services of celebrity chef Jamie Oliver to help persuade people to choose pork.