Tom aims to demonstrate the simplicity, ease and enjoyment of cooking pulled pork through a series of videos and online chats. The films will form part of a wider TV, PR and marketing campaign championing pulled pork.

Kirsty Walker, BPEX head of marketing, said: “Pulled pork is a dish that is relevant all year round, as a family meal or for a bigger get together.

“Over the past decade, sales of fresh pork have been flat or in decline, and this problem is going to worsen if we don’t reach out to younger consumers and rejuvenate the image of pork.

“This is an issue that affects the whole pig industry and I’m delighted Tom is on board to help kick start this overall rejuvenation effort with our pulled pork campaign.”

Tom Kerridge, said: “I am really excited to be on board because I absolutely love pulled pork. Pork shoulder is one of the most under-utilised meat cuts, but one of the easiest to cook, most definitely full of flavour and great value for money. I hope this campaign will inspire people to give pulled pork a go at home.”