The retailer announced yesterday (18 October) that it will demonstrate its commitment to British farming by increasing the price it pays suppliers for British pork, ham, bacon and sausage. It is hoped that this will inject an estimated £5m into the British pig industry.
The move has been welcomed by the UK's pig industry, which has been struggling in the face of increasing feed costs and FMD restrictions.
Stewart Houston, chairman of NPA (National Pig Association) said: "This is an important step as far as pig producers are concerned and I hope it will play a significant part in meeting our needs in the weeks ahead.
"The doubling of feed prices and foot and mouth restrictions have put pig producers under unprecedented pressure.
"Sainsbury's has listened to what we have been saying and has acted to help, and to secure its supply chain of high-welfare British pork in these difficult times."
Matthew Johnson, Sainsbury's pork buyer said;
"We have increased the prices we pay for our fresh and further processed pork products to demonstrate our ongoing support for the British pig industry through this current difficult period.
"We will continue our commitment to the end to end supply chain and are confident that the increased prices returned to producers will help the farming community not only overcome the devastating effects of foot and mouth, but also help alleviate the effects of the increase in feed costs."