Supermarket giant Morrisons joins British meat pledge
Morrisons follow Co-op and Sainsbury’s in promising to stock 100% British meat
The pledge to back British farming was made by CEO David Potts at The Great Yorkshire Show.
Any lamb in Morrisons’ own-brand ‘Market Deals’ will be 100% British, swapping New Zealand and Australian lamb for home-grown.
The Co-op, another British supermarket who recently pledged to back British meat, claimed status as the first UK retailer to make the move. Co-op Food first made their announcement last September, with the change coming into effect May 2017.
Beginning this July, Sainsbury’s have also promised to source all lamb from British farms and plan to work closely with their 1000-strong network of British farmers, aptly named the Lamb Development Group.
Farmers have previously expressed upset at the volume of imported lamb in British supermarkets.
NFU officials praised the move to support British livestock. Said NFU Deputy President Minette Batters:
“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.”
We strongly believe all British supermarkets should back British produce wherever they can.
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