Morrisons leads with commitment to 100% British Fresh Lamb

Morrisons has made a commitment to sell 100% British fresh lamb throughout the year in its stores nationwide.

Chief Executive, Marc Bolland, announced the commitment at this week's English Food and Farming Partnership (EFFP) Annual Conference. He said: "Sheep farmers are facing real difficulties as a result of livestock movement restrictions. Having listened to their concerns, we are responding to their plight and supporting the industry through this difficult time by increasing the availability of quality, British fresh lamb throughout the year."

Meurig Raymond, Deputy President of the National Farmers Union (NFU), said: "We commend Morrisons for its show of support for British lamb producers at this difficult time. The company's decisive and quick action is most welcome and we hope other retailers will now follow their lead to help ease the industry's situation."

Thomas Binns, Chairman of the National Farmers Union Livestock Board said: "We congratulate Morrisons on taking up our challenge in recognising that British lamb producers produce top quality British lamb throughout the year. This should help to rebuild some confidence among sheep producers over the months ahead."

Morrisons is the first of the top four supermarkets to commit to selling 100% British fresh lamb throughout the year and the move is effective immediately. The company has already taken the lead in selling 100% British fresh pork, delivering on a commitment made to the British Pig Executive (BPEX) in October.

Buying a large amount of primary produce direct from farmers and growers in the UK, Morrisons involvement in the supply chain gives close control over provenance, quality and freshness.