Supermarket giant Morrisons will today unveil plants to only sell British fresh meat in its stores across the UK.
The retailer, which is unveiling the plans at the Great Yorkshire Show, is set to stop selling New Zealand and Australian fresh lamb as part of the move.
Morrisons meat director, Rob Youngson, said: “Customers tell us that they want more home-grown food and we are listening. We have always been committed to selling British meat and today we are taking this a stage further by making a clear pledge that if you buy fresh meat at Morrisons it will be British.”
He said the retailer was able to make this commitment because the vast majority of its meat was sourced from its own abattoirs and processing sites.
The commitment has been welcomed by the NFU south of the border.
The union’s deputy president, Minette Batters, said: “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.”
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.”