Morrisons pledges to sell 100% British fresh meat

Morrisons pledges to only sell British fresh meat

Morrisons has pledged to sell only British fresh meat in its stores across the UK, as it meets consumer demand for more “home-grown” meat.

The commitment to British meat will see the retailer stop selling New Zealand and Australian fresh lamb in stores. 

Morrisons said that it sourced most of its meat from its own abattoirs and processing sites, which will be sold under its own-label brand Market Deals.

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.”

‘Committed to selling British meat’

The National Farmers Union (NFU) welcomed the move by Morrisons to fully support British livestock farmers, singling out sheep processors in particular.

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.”

Livestock board chairman Charles Sercombe said Morrisons’ plans were a welcome boost to the UK sheep sector at a time when future trading relationships were uncertain.

“It is vitally important that we see strong support from British retail and consumers,” added Sercombe.

Morrisons’ meat commitment announcement came as the Agriculture and Horticulture Development Board (AHDB) released a yearbook of key industry insights on the beef and sheep industry in the past year.

Key industry insights

Industry trends included a fall in imported sheep meat from 92,000t to 89,000t, while beef imports grew slightly from 77,300t to 77,900t.

Lead red meat analyst at AHDB Duncan Wyatt said: “Having an insight into recent market trends ensures the industry is better prepared for what is to come.

“This is even more important with Brexit on the horizon, as levy payer businesses need to ensure they are equipped to deal with the potential impact this may have.”

Meanwhile, Morrisons announced in February that it was seeking at least 200 new British food and drink suppliers, after a report claimed only 52% of food eaten in the UK came from British farmers.

Related News

Morrisons agrees a deal to supply McColl's (Flickr/Mike Brocklebank)

Morrisons becomes sole McColl’s supplier

28% of Brits had reduced their meat intake over the past six months

Flexitarian trend opportunity for manufacturers

Morrisons has posts sales and profit growth in its interim results

Morrisons reveals rise in sales and profits

Morrisons posted like-for-like sales growth in the third quarter of the year

Morrisons announces sales growth

Morrisons revives Safeway brand

Morrisons brings back Safeway brand

Morrisons has acquired Farmcare’s potato packing site in Scotland

Morrisons acquires potato packaging plant

More than 500 UK suppliers have entered Morrisons’ search for the best British food

More than 500 suppliers apply to Morrisons

Morrisons is in 'much better shape' than it has been for some time, analysts said

Morrisons is in ‘much better shape’: analyst

Analyst HSBC Global Research predicts problems ahead for Morrisons

Morrisons headed for financial problems: Analyst

Morrisons raises price of Marmite

Morrisons raises price of Marmite by 12.5%

Morrisons has entered a deal with Arla to supply the supermarket with own-label milk

Arla signs exclusive three-year deal with Morrisons

Morrisons planned to cut meat prices by 12%

Morrisons to chop meat prices by 12%

Former SABMiller supply chain boss Tony Van Kralingen has been appointed to Morrison's board

Morrisons hires former SABMiller supply boss

Morrisons and Co-op feature in this gallery of food and drink recalls

Morrisons leads product recalls – in pictures

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.