All beef to be sold in Morrison’s stores will be sourced from the UK, the supermarket has announced.
Corporate affairs director at the retailer Chris Blundell noted that the company is different from other supermarkets as it has moved to make the four most popular meats 100 per cent British.
“We already sell only 100 per cent British fresh pork, lamb and poultry and this move to 100 per cent British fresh beef is part of our commitment to offering fresh, British-sourced food wherever we can and supporting British farming,” he said.
He added that the meat is freshly prepared in store.
The National Farmers Union has welcomed the move; with president Peter Kendall remarking that he hope other supermarkets would follow Morrisons.
It was suggested by the RSPCA yesterday that more consumers are considering animal welfare when purchasing poultry products.