Asda has come under criticism after dropping its commitment to sourcing 100% British chicken across all fresh poultry lines, citing “current supply challenges” in the poultry market.
The UK’s third-largest supermarket previously pledged—alongside other major retailers—to stock only British chicken in its fresh range. However, it has now confirmed that its Just Essentials line will be sourced from both EU and UK farms.
An Asda spokesperson told Farming UK the move was “temporary,” adding: “We continue to source all our other fresh primal chicken from UK Red Tractor Assured farms.”
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The National Farmers’ Union (NFU) called the decision “disappointing” and warned that retailers must uphold their sourcing commitments to maintain confidence within the British poultry sector.
NFU Poultry Board chair James Mottershead said: “It is disappointing to see that Asda has reneged on its commitment to sourcing 100% British on all fresh poultry.
“At a time when farmers are faced with a number of challenges, it is vital that sourcing commitments are upheld to give confidence to the British poultry sector.”
The NFU said it would continue to engage with Asda to ensure it returns to its original pledge “as soon as possible.”
In response, an Asda spokesperson told Retail Gazette: “Asda’s priority is to ensure our customers can buy their favourite products every time they visit our stores.
“Given the current supply challenges in the poultry market, we have made the decision to temporarily source our Just Essentials Chicken Breasts from EU and UK farms. We continue to source all our other fresh primal chicken from UK Red Tractor Assured farms.”
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