The NFU is calling on Morrisons to adhere to its 100% British lamb policy when sourcing all of its own products. The retailer is running a promotion of Australian and New Zealand lamb legs branded as Market Deals – owned by Morrisons.

The NFU says it’s concerned about consumer confusion over the product’s country of origin with Morrisons’ high profile commitment to shoppers to source 100% British lamb under the Morrisons own-label brand.

NFU livestock board chair Charles Sercombe said, “Morrisons has traditionally been a strong backer of the British livestock industry and much of its messaging to shoppers ­­­is centred around being 100% British on all fresh meat. We appreciate that Morrisons purchases around 750,000 lambs every year, but in our view it’s a real shame that the retailer is now acting contrary to its commitments to consumers.

“We also have concerns that these imported products are being placed near British messaging at the point of sale, potentially leaving shoppers confused about the origin of the product they are purchasing. We want shoppers to be able to buy British food confidently.

“There is obviously a demand for British lamb so I would urge Morrisons to be clear to customers about what its commitments are.”

Responding to the NFU chair's comments, a Morrisons spokesperson highlighted that 94% of lamb on sale in the supermarket is British, and said, “As has always been the case, all year round and in all stores, 100 per cent of Morrisons branded fresh lamb is British. As we have in previous years, we will run a handful of non-Morrisons branded promotions between Christmas and Easter when we sell a small amount of non-British lamb.

"This is because a large volume of one cut (the leg) is being sold out of balance to the rest of the carcass.  Again, the country of origin is very clearly labelled and the product is sold away from the counter."