Celebrity pig welfare campaign launched

A celebrity-backed campaign highlighting pig welfare has been launched. 

The ‘Turn Your Nose Up’ campaign has been created by Farms Not Factories to highlight what it calls “pig factories” that it believes threaten our health. According to the group, the factories are “cramming pigs into such horrendous conditions that they need to be routinely dosed with antibiotics just to keep them alive”. The group believes this leads to ‘superbugs’ – human diseases that are difficult to treat because they have become resistant to antibiotics.

Dominic West, Rupert Everett, Jon Snow, Jeremy Irons and Vivienne Westwood appear in a new two-minute campaign video on the issue (see below).

To help raise awareness of the campaign and encourage people to only buy high-welfare pork, the video asks the public to show their support by posting a selfie turning their nose up on social media with the hashtag #TurnYourNoseUp.

The campaign has already garnered the support of high-profile figures from the world of music, acting, food and design, such as Sting, Zac Goldsmith, Jamie Oliver, Hugh Fearnley-Whittingstall, Stella and Paul McCartney, Hugh Grant, Lily Allen and the likes of Moby, Stephen Fry, Jo Wood, Joanna Lumley Roger Moore, Jools Holland and Lucy Watson.

Tracy Worcester, founder of Farms Not Factories, said: “Our message is simple: we want to help bring an end to this dangerous, inhumane system and encourage the public to only buy pork from high-welfare farms. Vote for real farming over factory farming by buying pork with the labels RSPCA Assured, Outdoor Bred, Free Range or best of all, Organic.”

The campaign is also being supported by Compassion in World Farming, the Soil Association, Eating Better, Antibiotic Action and Alliance to Save Our Antibiotics.

Want more stories like this in your inbox?

Sign up for our FREE email newsletter


My Account


Most read


For the third year running, a grain fed cow won the World Steak Challenge. What do you think produces the best beef?