I have followed the campaign with interest and I welcome the fact that it is raising the profile of British produce and expressing concerns about the potential for British customers to be misled. I do not feel challenged by it in the way the hon. Gentleman might hope, however, because I believe that the actions we are taking will lead to real proposals that will bring about material differences for the pig sector. What we have to do is work not just with pig farmers but with the whole supply chain so that each part of the chain, including British consumers, takes on board its responsibilities to ensure that where choice is exercised, it works to the benefit of British farmers.