The retailer’s CEO David Potts made the announcement at The Great Yorkshire Show. Mr Potts said that Morrisons will no longer stock imported lamb from New Zealand and Australia and will instead move to 100% British in its own-label brand ‘Market Deals’.
Reacting to today’s announcement, NFU Deputy President Minette Batters said: “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.”
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. It is vitally important that we see strong support from British retail and consumers.”
The Great Yorkshire Show is taking place in Harrogate until Thursday (13 July).