Restaurant customers are increasingly requesting British produce.
Research from AHDB Pork has shown UK diners are now showing more interest in the provenance of goods. This comes in contrast to previous conventions diners were less concerned about where food came from than when they were grocery shopping.
Over half of customers are concerned about the provenance of meat when eating out and more than 65 per cent want restaurants to maintain high levels of British meat, according to the findings.
NPA chief executive Dr Zoe Davies said: "Traditionally foodservice has not been a great supporter of British pig farmers.
"Many outlets preferred to buy imported product at the lowest possible price, rather than consider quality issues such as food miles, animal welfare and traceability.
"But now the world’s most successful restaurant chain, McDonald’s, is demonstrating it makes good business sense to source British pork, because that’s what customers want, particularly since horsegate."
The report showed restaurants, pubs and other foodservice outlets could attract more customers by stating where meat came from on menus, the NPA said.
More than 55 per cent of those questioned agreed it was important to know where meat being served come from, with 52 percent saying having British produce on the menu was very or quite important to them.
Previous research had shown provenance was not a ’must have’ for consumers when eating out.
Ms Davies added: "It is good news for Britain’s high-welfare pig farmers who, unlike their continental competitors, can offer a choice of indoor or free-range pork, and all stages in between.”