Celebrated broadcaster, comedian and chef, Hardeep Singh Kohli, joined Edinburgh Fringe revellers yesterday to launch a new campaign for Specially Selected Pork.

Hardeep, who is performing daily in his "Chat Masala" show in Edinburgh’s Gilded Balloon, was joined by Fife pig farmer Andrew Peddie to unveil the new "Look for the Label" campaign.

The pair tempted hungry festival-goers with a selection of delicious pork dishes. Hardeep said, "Pork is undoubtedly the king of meats in my opinion and you don’t get any better than Specially Selected Pork from Scotland. It is raised to some of the highest welfare standards in the world by farmers who care about their animals and it tastes fantastic."

The campaign to promote Scottish meat seeks to promote Scottish farmers and their produce. Quality Meat Scotland said it sought to highlight the quality, affordability and versatility associated with the label and the world-leading quality assurance behind it as part of its campaign.

Research has shown that Britons eat £1.9 billion worth of pork each year. However, more than 60 per cent of all pig meat is imported so the campaign is encouraging Scots to support their local suppliers and choose Specially Selected Pork.

Laurent Vernet, Quality Meat Scotland’s head of marketing, said, "The Specially Selected Pork label not only assures traceability and quality but also assures animals have been reared to animal health and welfare standards approved by the Scottish SPCA."

The pan-Scotland campaign will be supported by outdoor, online and press advertising as well as branded materials in Scottish supermarkets including ASDA, Tesco and Sainsbury’s stores. The campaign is also gaining support via social networking, through its facebook page, 'enjoy quality meat.'