Morrisons has dropped its pledge to only source British lamb as part of a new trial later this week, to begin selling New Zealand lamb in 39 stores.
The supermarket giant first launched the commitment in 2017 and has long been known as a supporter of British produce.
However, a Morrisons spokesperson told Grocery Gazette that the trial follows an “extensive exercise listening to customers who were very clear that they want us to sell lamb at a more accessible price all year round.”
“The blunt commercial reality is that New Zealand lamb is cheaper to source, and therefore cheaper to sell, than British lamb. We will remain 100% British lamb on all our butchers’ counters, and the New Zealand lamb will of course be clearly labelled so customers in these trial stores will see the difference and can make a choice.”
They added that the grocer does not intend for this move to mean a reduction in the overall volumes of lamb that it buys directly from British farmers.
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However, according to FarmingUK, the faming sector has termed the change “hugely disappointing”.
National Farmers’ Union chair David Barton told the publication that the change comes “at a time when the livestock sector is already under pressure from the impacts of the unprecedented wet weather”.
In recent months, British farming has seen exceptional rainfall and storms which have impacted the livestock, arable and horticultural sectors and disrupted individual businesses throughout the country.
Barton added: “The retailer has built its reputation on British-only sourcing and supported British farmers through its fully integrated supply chain.
“British food is some of the best in the world and it’s important this is recognised, especially in times of enormous challenge.
“We hope that this trial by Morrisons is temporary and concludes with a return to 100% British lamb sourcing as soon as possible.”
Earlier this year, CEO Rami Baitieh said that Morrisons is a “longstanding supporter of British farming”.
In December 2023, Morrisons became the first UK supermarket to introduce a ‘Buy British’ section online in a move the grocer said would encourage shoppers to “back farmers and British produce”.
The dedicated page currently includes more than 100 products from the UK’s farming sector such as dairy, meat, fish, and seasonable fruit and vegetables.
2 Comments. Leave new
How sad!! I will no longer be a Morrison’s customer! Our farmers so need support at this time and you are letting them down!!
I have been buying British meat as often as possible,so no more Morrisons for me !!