Humans have been recycling food waste by feeding it to pigs for thousands of years. Reviving this tradition will help to protect forests that are being chopped down to grow the millions of tonnes of soya we import from South America every year to feed our livestock. The Pig Idea is a new campaign to encourage the use of food waste to feed pigs. It aims to lift the EU ban on the feeding of catering waste, or swill, to pigs. Long-term goals of the campaign are to liberate food supplies to help feed people, lower feed costs for pig farmers, reduce economic and environmental costs of disposing of food waste, protect landscapes rich in biodiversity, such as the precious Amazon rainforest, create jobs and revenue in the new eco-feed industry.