Tripe Marketing Board chairman Sir Norman Wrassle has cut short an official visit to Barbados to celebrate World Tripe Day celebrations in order to attend hastily-convened talks in the British meat industry.
The discussions follow today's announcement by the World Health Organisation that bacon and processed meats are potentially carcinogenic.
"It's important that I play a full part in the industry-wide response to these potentially damaging suggestions," Sir Norman said.
Speaking before boarding his plane earlier today, Sir Norman said that the meat industry must remain united in the face of the potential threat to sales. "As people turn away from more popular foodstuffs like bacon, beef and pork chops, there's every chance they'll turn to tripe to fill the gap," he said.