'High-profile commitment': Morrisons switches to 100% British meat

Morrisons purchases about 750,000 lambs every year
Morrisons purchases about 750,000 lambs every year

Supermarket giant Morrisons has today pledged to support British farming by stocking 100 per cent British fresh meat in all of its stores.

The retailer’s CEO David Potts made the announcement at The Great Yorkshire Show.

Mr Potts said that Morrisons will no longer stock imported lamb from New Zealand and Australia and will instead move to 100% British in its own-label brand ‘Market Deals’.

The move to fully support British livestock farmers has been praised by the NFU.

Reacting to today’s announcement, NFU Deputy President Minette Batters said: “We are extremely pleased that Morrisons has shown this level of commitment and chosen to fully back British sheep producers.

“Morrisons has traditionally been a strong supporter of the British livestock industry and much of its messaging to shoppers is centred on stocking 100% British Red Tractor assured fresh meat.

“This move will certainly make it easier for shoppers who want to buy British lamb in store but have previously been confused by the ‘Market Deals’ labels.”

'High-profile commitment'

NFU livestock board chairman Charles Sercombe said: “We appreciate that Morrisons purchase a significant number of lambs every year, around 750,000, so this high-profile commitment to source 100% British lamb across all its lines provides a very welcome boost for the UK sheep sector at a time when our future trading relationships is uncertain.

“It is vitally important that we see strong support from British retail and consumers.”

Numerous other retailers and supermarkets have opted for 100 per cent British.

All of Sainsbury's lamb products will be 100% sourced from British farms from this month, after making the announcement last May.

In May this year, the Co-op committed to source only fresh British lamb and bacon.