A cautious outlook for the pork sector

The British Pig & Poultry Fair is always a good opportunity to take stock and look ahead. This year, that reflection comes at a time when the mood across the sector is more cautious than it’s been for some time. Below, Mark Haighton, Pork Sector Director, shares his thoughts on the outlook for the pork sector.

After two or three years of relative stability, pressure has returned. Market prices have softened, margins are tightening and many businesses are dealing with input cost volatility, labour challenges and continued uncertainty.

Alongside those immediate pressures sit the bigger strategic risks such as African swine fever (ASF), regulatory change and growing expectations around welfare and the environment.

It’d be easy to focus entirely on those challenges. But that is only part of the story.

This is a sector that has been through difficult periods before. Producers have had to manage volatility, make tough decisions and continue delivering high-quality pork in demanding conditions. That resilience is still very much there.

The current market position reflects that balance. There is oversupply in the system and downward pressure on price, but there are also signs of opportunity.

Imports have eased, exports have strengthened and demand remains, even if consumers are still highly price sensitive.

Pork’s position as a versatile and affordable protein continues to present a great opportunity. Where that value message is communicated clearly, we can see how quickly demand responds.

In a market where consumers are watching spend closely, that remains a key strength.

At the same time, better decision-making depends on better information. One of the most consistent messages from producers is the need for data that is timely, relevant and genuinely useful.

That is not about adding to the reporting burden, but it’s about improving the quality of insight coming back to the farm, whether through market intelligence, cost of production or performance benchmarking.

That focus on evidence is just as important beyond the farm gate. Reputation is becoming one of the defining issues for the sector. There is increasing scrutiny from consumers, retailers and policymakers, but that also presents an opportunity.

British pork has a strong story to tell on provenance, welfare, food safety and professionalism.

Crucially, those messages are backed by evidence. The progress made on antibiotic use over the past decade is a clear example. It shows what can be achieved when the sector works together, and it provides a level of credibility that is increasingly important in public and policy discussions.

The same applies to environmental performance. Expectations are not going away, and the direction of travel is clear. What matters is how the sector responds.

The Pork Environmental Roadmap gives us a structured, evidence-based way to demonstrate progress and support practical improvements on farm. It also strengthens the industry's position in conversations with customers and policymakers.

Alongside these longer-term challenges, there are more immediate issues that continue to affect day-to-day operations. Labour remains tight, and attracting and retaining skilled people is becoming harder.

This is not just about filling gaps – it’s about building a workforce for the future so that people see the sector as professional, progressive and worth building a career in.

Looking ahead, the priorities are clear:

• Disease preparedness remains critical, particularly with the ongoing threat of ASF
• Regulatory change will need to be carefully navigated
• Market volatility will continue to test resilience

But there’s also a clear focus on strengthening the fundamentals: improving data, supporting productivity, building trust and maintaining demand.

If there’s a single theme running through all of this, it’s the importance of staying evidence led. Whether it is supporting producers, responding to policy or building consumer confidence, decisions need to be grounded in facts and practical experience.

The challenges facing the pig sector are real and should not be underestimated. But nor should the progress that has been made. This is a resilient industry, with strong foundations and a willingness to adapt.

If we continue to focus on what matters, work together and base decisions on solid evidence, there is every reason to be confident about the future direction of British pork.