Asda under fire for ditching promise to sell 100% British beef

Asda
Asda that all of the beef sold in its premium Extra Special range will remain 100% British
// Asda faces criticism from British farmers after reversing decision to sell only British beef
// The grocer said the change in its decision came after beef prices increased

Asda has been criticised by British farmers for its decision to backtrack on its pledge to sell only British beef.

The grocer said the change in its decision came after beef prices increased, and it would now sell both Irish and British-produced beef in its stores.

It comes just over a year after the supermarket chain, under its new owners the Issa brothers, made a pledge to source 100% British beef.


READ MORE: Asda welcomes former Tesco executive as retail director


Asda only managed to fulfil its commitment last October.

The National Beef Association (NBA) chief executive, Neil Shand said he was “very disappointed that Asda wasn’t able to continue its commitment beyond two months”.

The NBA expects farm gate prices for British beef to have risen by around 20% since the start of the pandemic.

However, farmers warn that the higher prices they are receiving for their produce are offset by the soaring costs of feed, fuel and fertiliser.

Asda said: “We know that it is important to our customers that the beef on our shelves has been produced to high welfare standards and is affordable.

“Unfortunately, the price of British beef has risen and whilst we continue to work hard to keep prices as low as possible for our customers, these increases are significant.”

The retailer added that all of the beef sold in its premium Extra Special range will remain 100% British.

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