Pig industry stalwart wins David Black Award

Inspirational pig industry stalwart Howard Revell has won the 2024 David Black Award – recognising his long-standing dedication to the sector.

The accolade – recognising Mr Revell’s efforts to help improve animal welfare while mentoring others within the industry for almost 40 years – was presented on 18 November at the National Pig Awards in London.

Sponsored by the Agricultura and Horticulture Development Board, the award is given annually to an individual or organisation judged to have made an outstanding impact on the pork sector through their work.

After studying agriculture at Newcastle University, Mr Revell spent three years with Bowes of Norfolk before joining BQP/Pilgrim’s UK in 1987. Only recently retired, he spent the last 25 years as the company’s pig production manager – and later director.

Outdoor breeding

Twice former chairman of the National Pig Association (NPA) Producer Group, Mr Revell spent five terms representing farmers within the organisation – and previously sat on the NPA Board.

He has also been involved with the Pig Health and Welfare Council and has played a role in the development of outdoor breeding sites, with a lot more of his effort across the sector carried out behind the scenes.

Judges described Mr Revell’s mentoring of others in the sector as a standout role, playing a pivotal role in developing talent and offering support and guidance to the next generation of industry leaders.

These have included NPA chief executive Lizzie Wilson and her immediate predecessor Zoe Leach. The award was presented on the evening by last year’s David Black recipient Hugh Crabtree.

Steadfast supporter

Mr Crabtree said: “Sometimes people confuse outstanding with obvious or overt and, of course, for those that know them, there are individuals who perfectly fit the criteria whose contribution is in the background, below the parapet if you like.”

He added: “Howard Revell is just such an individual who has been steadfast in his support of the industry, the representative organisations within it and the people who work in it.

“His knowledge, careful consideration and insightful contributions to discussion have just kept coming.”

NPA board member and previous award recipient Marcus Bates paid tribute to Mr Revell’s unpaid work within the industry – nurturing young talent would ensure the success of the British pig industry for years to come.

Legacy

Mr Bates said: “His most enduring legacy of all will be all the young people he has helped to mentor throughout his career, offering support and guidance and helping to future-proof the industry.

Mr Revell said he was extremely humbled to receive the award.

“I would like to thank those who nominated me and, more importantly, everyone with whom I’ve worked alongside in various industry bodies or collaborations for the benefit of the pig industry.

“I’m happy to accept this award on their behalf, in recognition of our collective efforts. I feel privileged to have worked alongside so many highly committed characters in the NPA and other bodies.

“The commitment and effort of these people, either as staff or volunteers, help make the industry stronger and deserve your ongoing support and recognition.”

Sales of outdoor bred pork on the increase

Outdoor pork was worth more than 10% of total pigmeat sales category last year, according to the latest figures from market experts Kantar.

The Agriculture and Horticulture Development Board says the 4.9% volume increase has been valuable to overall meat, fish and poultry sales which declined by 2.4% during the year ending 9 June 2024.

Making the switch

It is also unclear whether more people are buying outdoor pork deliberately – or whether the uplift is because more retail outlets are switching all their top-tier primary pork products to outdoor bred, says the AHDB.

The definition of outdoor pork covers primary and processed pork with outdoor labelling. This includes outdoor bred, outdoor reared and free range. The AHDB says promotions account for more than half the volume sold.

Some 80.4% of outdoor pork buyers are over 45 years old compared to 69.1% for total primary pork. “The majority of growth in outdoor pork came from sausages, which tend to be a more highly promoted cut,” says the AHDB.

Research by AHDB and YouGov shows the only 24% of consumers say that outdoor bred claims are important to them when buying premium pork products (May 2024), though this has increased by 3% since November 2023.