Waitrose supermarket has vowed to source its beef only from Britain.
The company's corporate affairs director, Chris Blundell, said the retailer already sells only 100% British fresh pork, lamb and poultry and the move to 100% British fresh beef is part of its commitment to fresh, British food and support for British farming.
NFU Cymru president Dai Davies said the move is encouraging for livestock farmers and urged other supermarkets to follow suite.