Food companies are increasingly trying to tell stories about the origin of their produce – but, as my behind-the-scenes tour showed, it’s vital to hit the right note

For a second we locked eyes, 300lbs of pig staring at me. The pig inched closer, its body pressing again the metal barrier, its snout rubbing against my jeans.

“They’re pretty social animals, and like to be petted sometimes,” said Logan Sweers, a tour coordinator at Iowa Select Farms, one of the largest pork producers in the world. I petted the pig, surprised at how soft she was and how much she looked like Wilbur from Charlotte’s Web – or Babe in the movie.

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