With food prices on the rise and consumers feeling the pinch, can shoppers really still afford to care about where the food they put on the table every day comes from?
In this brand new series pig farmer Jimmy Doherty goes inside Britain's biggest supermarket to come up with radical and innovative new ideas to produce equally cheap but higher-welfare alternatives to some of their best-selling meat products: chicken Kievs, meatballs and ‘standard' sausages.
Is it possible to make bargain mass-market products using only meat from animals raised to the highest welfare standards?
In a bold new experiment, Jimmy will work with Tesco and the farms and factories that supply them to discover how their best sellers are made, and then go on the hunt for the cheap, high-quality cuts that we don't eat before trying to turn them into mass-market products that could appeal to the whole country.
The pressure is on, as Jimmy has to come up with his new prototypes in time for the spring launch, when Tesco will be trialling them in 200 stores all over Britain.
If Jimmy gets it right, he could change the way we eat and transform the market for high-welfare meat. But will Tesco allow Jimmy to launch his prototypes? And if so, will the public buy them?