After the numerous health controversies that have hit the ham and sausage industry, it’s easy to imagine that traditional pork butchers are now on the verge of bankruptcy. At the centre of the debate: nitrite, the additive that gives ham its pink colour and allows products to keep longer.

Fifty grams a day increases the risk of colorectal cancer by 18%, according to a study by the World Health Organisation.

Faced with this situation, some new ambassadors have decided to reverse the trend. Their weapons: fewer additives, lower-fat meats, careful presentation and new flavours.