Morrisons announced that it will become the first major supermarket to commit to sell only British fresh meat throughout the year. In doing so, the retailer will stop selling New Zealand and Australian fresh lamb which it has previously stocked during the winter and early spring months.
The announcement is part of Morrisons wider programme to sell more food that is both British and local. Well over two thirds of Morrisons food is British compared to a national average of 52% and the company is keen to put more homegrown food in front of customers.
Morrisons has also launched a programme to recruit more local food and drink makers and its buyers are currently touring the country meeting potential suppliers.
Speaking at the Great Yorkshire Show Today, Rob Youngson, Meat Director at Morrisons, said: “Customers tell us that they want more homegrown 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.”
Morrisons is able to make this commitment because it has a supply chain where uniquely it deals directly with British farmers. Rather than buying meat from intermediaries, the vast majority of its meat comes from Morrisons’ own abattoirs and processing sites. Morrisons’ livestock buyers buy cattle, pigs and lamb directly from farmers and they will work closely to ensure this commitment is met throughout the year.
Morrisons is British farming’s biggest single customer and makes most of its own fresh food.
The National Farmers Union has a website which lists where supermarkets source their meat, dairy, fruit and veg.
67% of shoppers would prefer to buy British according to an Omnibus Survey – https://www.morrisons-corporate.com/Global/local-foodmakers/BritishFoodReportFeb2017.pdf
 Refers to “big four” supermarkets Tesco, Sainsbury’s, Asda and Morrisons
 Refers to unprocessed fresh beef, pork, lamb, chicken & turkey in brands that are exclusive to Morrisons