Gordon Ramsay and other celebrity TV chefs are backing a campaign to support British bacon.
The F word star branded it a "complete disgrace" that the future of British pig farming is in jeopardy.
Farmers lose about £26 for every pig sold for slaughter, the industry has warned.
Rick Stein and Tom Aikens are among the other top chefs backing Waitrose Food Illustrated's Save our Bacon campaign.
Ramsay said: "It's British pig farmers who produce the world's best pork and it's a complete disgrace that their future is in jeopardy. That's why I'm giving my backing to the Save our Bacon campaign."
Waitrose is urging shoppers to buy British bacon and pork to support farmers.
It also wants other retailers to stock more British pork and bacon instead of imports.
The British Pig Executive (Bpex) earlier said wholesale grain costs had doubled in the past year which, in turn, pushed up the cost of feeding pigs.
