Morrisons has become the first of the Big 4 supermarkets to commit to only sell fresh meat sourced from and produced within Britain.
The move means imports – especially lamb from Australia and New Zealand during the colder months – will be ditched for fresh meat that is both British and local.
Morrisons‘ livestock buyers will buy cattle, pigs and lamb directly from farmers before working to ensure this commitment is met throughout the year.
“Customers tell us that they want more homegrown food and we are listening,” Morrisons meat director Rob Youngson said at the Great Yorkshire Show yesterday.
“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.”
The move comes after the Big 4 retailer launched a campaign earlier this year to recruit more local food and drink producers. Its buyers are currently touring the UK to meet potential suppliers.
Morrisons said over two thirds the food it stocks is British compared to a national average of 52 per cent and the company is keen to increase the amount of locally-sourced produce.
Morrisons is known for having a supply chain where it deals directly with British farmers or its own abattoirs and processing sites.