Kerridge, who runs two Michelin-starred Enterprise lease the Hand and Flowers and all-day dining pub the Coach, both in Marlow, Buckinghamshire, will demonstrate in a campaign for BPEX, the simplicity and enjoyment of cooking pulled pork through a series of videos and online chats.
BPEX, who represent pig levy payers in England and work to improve the competitiveness and efficiency of the English pig industry, said the foodservice industry needs to prepare for increased demand from diners on the back of the campaign.
Its research shows that while pork is popular with consumers over 60, younger people are eating very little fresh pork in the home. Pulled pork, which is already hugely popular in the foodservice sector, was selected as “a hero” dish to feature in the retail campaign and encourage increased demand for pork shoulder.
Videos will be available on the lovepork.co.uk website which will also feature a range of new pulled pork recipes.
The films form part of a wider TV, PR and marketing campaign championing pulled pork which will run throughout May. The TV campaign featuring Kerridge starts on 8 May.
Tom Kerridge, said: “I am really excited to be on board because I absolutely love pulled pork. Pork shoulder is one of the most under-utilised meat cuts, but one of the easiest to cook, most definitely full of flavour and great value for money.”
Kirsty Walker, BPEX head of marketing, said: “Tom is a massive supporter of pork, consistently offering pork dishes on his pub menus as well as demonstrating its versatility in his TV programmes and appearances."
She added: “Pulled pork is a dish that is relevant all year round, as a family meal or for a bigger get together. Over the past decade, sales of fresh pork have been flat or in decline, and this problem is going to worsen if we don’t reach out to younger consumers and rejuvenate the image of pork.”