BRITISH pig farmers have launched a £1.5m national advertising campaign to win a fairer price for their product.

They are warning that without a rise of at least 20p per kilo by Easter, many farmers will go out of business.

The campaign includes advertisements saying, "Save a rare breed from extinction. No we don't mean the pig".

Rocketing world wheat prices have led to huge increases in feed prices, landing British producers in deep trouble.

The majority are losing up to £26 on each pig they rear. The industry as a whole faces potential losses of £200m in the next year.

A recent survey by the National Pig Association (NPA) found that 95 per cent could quit production if prices did not improve.

British farmers operate some of the highest welfare standards in the world, which countries supplying the UK are not legally obliged to meet.

The campaign asks consumers to select pork and pork products that carry the British Pork Quality Standard Mark.

Stewart Houston, chairman of the British Pig Executive who has a pig unit near Bedale, North Yorkshire, said: "Rises have got to reach the bottom of the chain or the industry will go into meltdown. At the current price of 110p they are losing up to £26 on every pig produced.

"If a large number of farmers do quit the industry, there simply won't be enough quality pig meat to meet consumer demand. Prices will rise sharply and there will be less high welfare pork on supermarket shelves. By then it will be too late."

■ Consumers can register their support at www.pigsareworthit.com