Leading agricultural and environmental consultancy, ADAS has announced a partnership with the Pedigree Welsh Pig Society (PWPS) to further develop a campaign to secure the future of the Welsh Pig.

ADAS will assist the PWPS to promote and co-ordinate activities in an awareness campaign to highlight the considerable merits of the breed, both from a breeding and meat quality perspective. The aim is to ensure a sustainable future for the pedigree Welsh pig, which was in danger of dying out.

Helen Tongue PWPS Chair said, "We chose ADAS to assist us in this important venture because of their recognised expertise, professionalism and appreciation of the commercial potential of this breed."

The Welsh pig was one of the three major breeds on which the modern pig industry was built, as it is fast-growing and easily managed. However, hybrid breeding programmes, adopted by commercial breeding companies in the 1980’s, caused a dramatic decline in Welsh Pig registrations which eventually led to the establishment of the Welsh Breeders group in 2008. Anxious to preserve breed lines before they were lost forever, the Welsh Government stepped in to lend support and the PWPS was formed in 2009.

"The Welsh Pig has only been put on the Rare Breeds Survival Trust ‘Watch List’ because it is low in numbers. It’s carcase quality and heavier finishing weights make it an excellent butchers’ pig" added Helen Tongue.

David Moorhouse, Senior Consultant at ADAS said, "We are delighted to be working with the Society on this project and are currently addressing a number of ambitious aims and objectives designed to enhance and secure the future of the breed. I feel strongly that ADAS can help PWPS realise their ambitions and secure a sustainable future for the Welsh Pig breed."

With the future focus on sustainable food production, ADAS said it felt the Welsh Pig has an important role in providing quality pork of known provenance to the more discerning customer. The Welsh pig tends to possess characteristics such as higher than usual levels of intra-muscular fat which helps to improve succulence and flavour.

Mr Moorhouse concluded, "We are currently busy planning a programme of events and activities designed to widen interest in the breed with the ultimate aim of expanding Welsh Pig Society membership and breeding more Welsh pigs."