Serious Pig calls for ‘craft, not crap’

Salami brand Serious Pig is calling for food companies to open up about their ingredients.

The Peckham-based charcuterie business has launched the ‘craft, not crap’ campaign to stop brands misleading customers about unhealthy, overly processed junk food and get the country snacking on more authentic products.

Through the campaign, Serious Pig hopes to educate consumers about the importance of quality ingredients and inspire brands to create better quality products, as well as prove its own transparency. It also aims to educate larger food manufacturers about the benefits of being transparent with customers.

Boss hog at Serious Pig, George Rice, said: “There are people in the food industry who are full of absolute crap, just like the products they are selling without a care for the customer. I’m fed up of brands not being honest with customers about what’s in their produce. If your product is knowingly full of MSG and other dodgy additives then either let your customer know that, or do something to change it. If they are trying to ignore it, retailers should pull it from their shelves.”

As part of the campaign, Serious Pig is pledging to be totally honest with customers by adding images, tasting notes and descriptions of two breeds of pig to its website, as well as encouraging people to vote via social media for the pig they think would taste best in its next batch of snacks

The winning pig will be used in Serious Pig’s Snackingham (air dried, sliced pork) range and will create the world’s first crowd-sourced craft meat product

Further emphasising its craft credentials, Serious Pig was recently listed by brewery and pub group BrewDog.

Rice added: “Having Serious Pig products stocked in every BrewDog bar across the country just shows how far we have come as a business. Getting a huge dog-shaped stamp of approval from a business we really admire is a massive pat on the back for us and shows we are going in the right direction. BrewDog led the craft beer revolution and we’re leading a craft meat crusade so the synergy is perfect.”

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