Pork raised without antibiotics has been championed in a range of pork products by a mainstream brand for the first time.

Wilfred Emmanuel-Jones, of The Black Farmer has worked closely with partner farms to establish farming and production methods in response to the rising resistance to antibiotics.

The unique farming method means that the sows are free to roam outside and are fed on only vegetarian feed. The system guarantees that piglets are born outdoors and reared without the use of antibiotics from birth.

Mr Emmanuel-Jones said: "Unbeknown to the consumer, pork rearing involves the blanket use of antibiotics. The farming industry will tell us that it is in the best interest of the animals, and I for one don’t want to see animals suffer unnecessarily. If they need antibiotics, they should be given them. Overuse and unnecessary use of antibiotics is leading to disease resistant strains. I believe that there is a growing number of consumers who prefer not to be consuming meat that has been inoculated, just as there are consumers who prefer their meat to be reared to organic standards or within RSPCA Approved guidelines. The consumer has been fantastic at pushing our industry into improving farming practices, making this country’s animal welfare standards some of the best in the world. Raised without antibiotics is another step in that direction. I am glad to be the first to market with this concept in pork cuts.”

The selection of fresh British pork cuts from RSPCA assured pork can be identified by the blue Antibiotic Free swing tag.