Conventionally, diners were less concerned about where their food came from in restaurants, than they were when doing their weekly shop in supermarkets.

But new research shows over half of consumers are now concerned about the provenance of meat when eating out, and over 65 per cent want restaurants to stock high levels of British meat.

The research commissioned by AHDB Pork shows restaurants, pubs and fast-food outlets can now attract significantly more customers by stating on their menus where their meat comes from.

National Pig Association (NPA) chief executive Dr Zoe Davies said: "Traditionally foodservice hasn't been a great supporter of British pig farmers. Many outlets preferred to buy imported product at the lowest possible price, rather than consider quality issues such as food miles, animal welfare and traceability."

The new research shows over 55 per cent of 2000 people questioned agree it is important to know where the meat they are served comes from, and 57 per cent say high animal welfare is very or quite important.

Market round-up

United Auctions sold 405 store heifers at Stirling on Wednesday to a top of 293.6p per kg and an average of 211.8p (+7.6p on the week), while 574 store, beef-bred bullocks peaked at 286.9p and levelled at 215.9p (+1p). Sixty store, B&W bullocks sold to 161.3p and averaged 139.8p (-2.4p).

In the rough ring 177 beef cows averaged 99.4p and 22 dairy cows levelled at 64.8p.

Messrs Craig Wilson Ltd sold 1565 prime lambs in Newton Stewart on Wednesday to a top of £84.50 per head and 200p per kg to average 159.4p (+7.6p).

There were also 304 cast sheep forward that made a similar trade to last week with ewes selling to £93 for Texels and £53.50 for Blackfaces.

C&D Auction Marts Ltd had 23 prime cattle forward at their Christmas show and sale in Dumfries on Wednesday when heifers sold to 240p and averaged 218.6p, while bullocks peaked at 275p for the champion from James Forsyth, Mid Bishopton and levelled at 218.2p.

There were 107 OTM cattle presented in the rough ring when beef cows averaged 96.3p and dairy cows levelled at 75.2p. The firm also sold 1135 prime lambs to a top of £140, or 311p for a pen of 45kg Beltex from J Muir & Son, Cleughbrae and averaged 157.3p (-1.9p).

The 337 cast sheep forward saw heavy ewes sell to £105 for Beltex and average £61.15 (-40p), while light ewes peaked at £64 for Cheviots and levelled at £40.93 (-£4.16).