Muck Free Truck: Raising the standard for clean pig transport

As the pig industry continues to navigate the ongoing threats of African swine fever (ASF) and swine dysentery, the relaunch of the Muck Free Truck campaign couldn’t be timelier or more vital.

First launched in 2019, the campaign has been refreshed for 2025. This industry-led initiative is a bold and practical response to the biosecurity challenges faced by producers, hauliers, processors and the wider supply chain.

In my role as Head of Engagement & Strategic Communications within the Pork team at AHDB, I’ve had the privilege of working closely with stakeholders across the sector to shape the relaunch. Muck Free Truck has been designed not only to raise awareness, but to inspire action and drive lasting behaviour change – making transport cleanliness a shared responsibility and a visible priority.

At its heart, the campaign is about culture change – embedding habits and reinforcing accountability so that every lorry wash, every disinfected wheel arch and every spotless cab becomes a frontline defence against disease.

With AHDB leading the relaunch this October, in collaboration with NPA, PVS, BMPA, AIMS and Red Tractor, the campaign is set to make a real impact and spark meaningful conversations across the sector.

Why it matters

Contaminated vehicles remain one of the most significant vectors for disease transmission. Even when hauliers comply with standstill regulations, the risk of spreading pathogens such as ASF, PRRS, PEDv and swine dysentery remains high.

The consequences of an outbreak are devastating – not just for the farm directly affected, but because of the knock-on effect it has on the entire supply chain. Businesses are disrupted, productivity is lost, animals die and resilience is weakened. The emotional and financial toll can last for years.

That’s why Muck Free Truck is more than simply a communications push. It’s a biosecurity movement, grounded in science and powered by the industry’s collective determination to protect pig health and ensure supply chains remain strong.

Turning away a dirty lorry might feel awkward, especially after a long morning of loading pigs, but the alternative is far worse.

Don’t hesitate to have those conversations: let hauliers know you will be inspecting vehicles and won’t accept dirty lorries. Keep disinfectant on hand if needed. A few uncomfortable moments now can prevent catastrophic losses later.

What’s new in 2025?

The refreshed campaign builds on the success of the original initiative, with several key updates:

• Striking new visuals and messages designed to grab attention and reinforce the ‘clean truck’ standard
• Targeted communications across digital and print, including posters, cab stickers, social media content and press releases tailored to hauliers, producers and processors
• Interactive incentives, such as weekly goody bag giveaways for those upholding the highest standards

Reaching the right people

The campaign will highlight the crucial role of every link in the chain.

Farmers should challenge and, if necessary, turn away dirty wagons while keeping their own vehicles spotless.

Processors must ensure their lorries leave sites clean and biosecure.

Hauliers, meanwhile, carry one of the greatest responsibilities – delivering on cleanliness 100% of the time, no exceptions.

Collaboration is key

One of the campaign’s greatest strengths is its collaborative nature.

Muck Free Truck has already received widespread support across the sector, and such cross-industry backing is vital – not only for visibility, but also for credibility.

Uniting behind this shared goal means that we can keep pigs healthy, safeguard supply chains and demonstrate to the world that the UK pig industry takes biosecurity seriously.

Looking ahead

With new resources, bold creative visual assets and fresh momentum, Muck Free Truck is set to become a cornerstone of the UK pig industry’s biosecurity strategy.

But its success relies on all of us – hauliers, producers, processors and communicators – playing our part.

Together, we can raise the bar for clean pig transport. So, let’s muck in, muck off and protect the future of our industry.