Vion Food Group has hired Finn PR as it looks to encourage more people to eat British Pork.

Leeds-based Finn has enlisted Jimmy Doherty, the farmer who hosted BBC TV show Jimmy's Farm, to front a campaign called 'Put Pork on Your Fork'.

Starting in June, the campaign will include a digital partnership with BBC Good Food, a social media web portal with recipes and video content, food blogger relations, and an event dubbed ‘One Pig Weekend’, to be held at Jimmy’s Farm.

Richard Rawlins, managing director at Finn PR, said: "Younger consumers in particular are often unsure of how to cook joints and gammon steaks, and may not realise the versatility of pork. 

"The Put Pork On Your Fork campaign will help to address some of these perceptions and begin to add some excitement back into the category.”