These little piggies made a film...

For these little piggies life doesn't get much better.Freedom to roam, a cosy shelter from the weather and meals on wheels ensures these Norfolk porkers are really in the pink.

For these little piggies life doesn't get much better.

Freedom to roam, a cosy shelter from the weather and meals on wheels ensures these Norfolk porkers are really in the pink.

And now they, and their farmer Guy King, have become stars of a new digital supermarket magazine promoting happy pigs for a better quality product on the shelves.

Mr King, who farms at Elsing, features in the first edition of the online magazine produced to promote Waitrose products and offers.

Filmed at the end of November last year it shows him feeding and strawing down the pigs, which are all kept outdoors on around 95 acres of land, and talking about the importance of rearing the pigs to the best welfare standards possible.

Mr King told the Times he was approached by Waitrose three years ago and offered a contract to supply pork for its supermarkets.

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'I had been in the industry for several years managing other farms in conjunction with Waitrose but getting a contract myself meant I could go out on my own.'

He rented the land from WA Lakes estate and is part of their crop rotation programme, putting his pigs on the stubble after harvest with the estate then putting that land into root crops the following year.

'They help to fertilise the land which is good for the cereals and they eat the weeds so there is less need for chemicals so it is good all round,' he said.

He believes it was the aesthetics of the farm and the way he runs the enterprise that brought him to the attention of the website editor for the online magazine - and the fact that his pigs 'know how to perform'.

'I think it helps me being relatively young as well because some people still think all farmers are in their 60s or 70s and out of touch with the rest of the world,' he said. 'But I have a modern way of thinking and a modern approach which helps get the message across.'

He said he quite enjoyed the experience although he was nervous to start, and although he had a basic script to follow most of the interview on screen is ad libbed.

'It is a shame they just missed the snow on the farm because it looked gorgeous then but unfortunately they came out just after it had melted,' he said.

'I've only been in business here three years but now employ three other people and we are up to about 850 breeding sows and around 2000 piglets at any one time.'

Although is name and face is not on the packaging in store he believes there is a good chance that most of the East Anglian pork in the Swaffham and Norwich stores will be from his farm.

'I have had a lot of comments from friends and family who have watched it but it has all been positive and it is great for people to see exactly what I do for a living.'