Imagine a world without roast pork and crackling, a place without ham or a good pork pie.
Daft as it sounds it may well happen - according to Sheffield-based pig farmer Richard Brooke.
Richard, who works at Povey Farm in Norton, is the face of an advertising campaign which aims to save our bacon buttie.
Organised by the National Pig Association, the £1.5 million campaign reveals the UK pig farming industry is facing potential ruin.
A recent survey reveals more than nine in 10 farmers are considering halting production unless they can get fairer prices for their pigs.
Richard, aged 58, has worked with pigs since 1965.
Originally he worked on the family farm in Wath-Upon-Dearne but rising costs forced him to take his pig rearing skills elsewhere.
He joined Povey Farm four years ago and says the situation is worse than ever.
