Independent Scottish butchers have launched a successful initiative to bolster local pig producers through the ‘Porktober’ campaign, which has been running for three years. This campaign has seen a notable increase in sales of Scottish pork, with a 26.4% rise during the recent Porktober 2024 initiative. The campaign, which aims to promote Scottish pork under a firm ‘buy Scottish’ ethos, was conceived in response to challenges faced during the Covid pandemic and the pig industry crisis that ensued.

The ‘Porktober’ initiative is a collaboration between Scottish Craft Butchers and Scottish Pig Producers. Each year, more organisations join the effort, indicating its growing success and impact in the local foodservice sector. This campaign highlights the nutritional value, versatility, and affordability of pork, targeting Scotland's 400 independent craft butchers who play a crucial role in marketing home-produced pork.

Andy McGowan, managing director at Scottish Pig Producers, discussed the current market landscape, explaining that there is limited competition among outlets for the sale of pigs, which in turn fosters collaborative efforts between producers and processing companies. He noted, “There is a lot of collaboration between producers, processing companies and independent butchers.” This cooperative spirit has resulted in innovative solutions to challenges faced by the industry, including the redevelopment of the Brechin abattoir in 2016 to enhance processing capabilities.

The Covid pandemic brought significant challenges, reducing the throughput of pigs at the Brechin facility by half in 2021, leading to fears of closure. McGowan stressed the importance of securing a buyer to maintain operations, highlighting the collaborative efforts by various stakeholders, including the eventual acquisition by Browns Food Group, which aimed to centralise control over raw materials.

Historically, Scotland had been self-sufficient in pork production, with 50% of its needs met by local sources before a significant decline followed the closure of the Broxburn abattoir in 2013. This situation resulted in a drop in self-sufficiency to 12%. However, current consumer demand for Scottish pork has increased, attributed to factors such as national identity considerations and changing shopping behaviours during the pandemic. McGowan shared optimism regarding future market potential, stating, “We have the opportunity to grow our share of supply to what is a significant regional market.”

The formulation of ‘Porktober’ emerged from discussions among stakeholders in the Scottish red meat industry, inspired by the success of campaigns for Scotch Lamb and Scotch Beef. Gordon King, executive manager of Scottish Craft Butchers, recounted the discussions that led to the initiative, remarking that the first campaign in October 2022 saw a modest beginning but gained traction in subsequent years, notably with the introduction of a pumpkin-themed marketing strategy.

For Porktober 2024, the organisers initiated a ‘Make it with Pork’ competition, inviting butchers to innovate new product offerings. The competition attracted diverse entries, with Thomas Burns & Son’s ‘Truffled hog,’ a pig-shaped creation made from sausage meat, being awarded the top honour.

The campaign has also seen the involvement of supply chain partners who offer special promotions to support the independent butchers. Future plans include a sausage competition in schools, targeting younger audiences to encourage local sourcing. Both McGowan and King emphasised the significance of appealing to generation Z, noting that ongoing innovation in independent butchering could drive greater demand among younger consumers.

As the Scottish pork industry moves forward, there is careful optimism regarding market stability. McGowan mentioned recent improvements to processing capabilities and a more favourable production margin in pig farming, stating, “Our aim is for a self-sufficient Scottish market, locally supplied, so everyone in the chain can make a profit and not at the expense of anyone else.” The collaborative model, combined with innovative campaigns like Porktober, positions the Scottish pig sector for potential growth despite past challenges.