AN award-winning North Yorkshire sausage company is coming to the aid of British pig farmers.

Debbie and Andrew Keeble, who run the Debbie & Andrew's brand in Thirsk, will pay their pork suppliers 15 per cent above the industry average.

The husband and wife team launched the Fair Trade for Pig Farmers scheme at the weekend.

They are believed to be the first regional producer in the UK to guarantee a fair price for businesses in its pork supply chain.

The campaign comes during a crisis in the pig industry. Feed costs have doubled, meaning producers are losing £23 to £26 a pig.

A recent National Pig Association survey found 95 per cent of producers could be forced to quit if prices do not improve.

The Keebles say that, if the rest of the UK sausage industry followed their lead, it would put an extra £20m into the British meat industry.

The couple have also called for better promotion of British meat.

They want the industry and retailers to create a steering group and higher industry average price for pork.

Mr Keeble, who featured on the BBC's Countryfile programme yesterday, said the British Pig Executive (BPEX) did a good job.

However, he said: "The whole industry should be pulling together to keep the public informed about buying British meat and extolling the benefits of the product.

"It's not just about farmers asking for more money, or companies launching individual pledges to help - there should be one industry standard."

He said customers are more discerning but need to be told why home-produced meat is better than imported.

"So far, the focus has been on freshness and regionality, but Britain leads the world in animal welfare and traceability, which is becoming more important in terms of food safety and hygiene.

"The UK pig industry is in real crisis and will not be viable if it gets any smaller.

"However, we think we've got an industry worth saving and that everything possible should be done to save it.

"We have spoken to our customers and they have said they would be willing to pay more to protect British farmers."

The Keebles, whose company's turnover has risen to £2m in eight years, are supplied by family-owned British farms.

They still sell at local farmers' markets through to most major supermarkets and have struck a deal to supply Morrisons stores.