At the Great Yorkshire Show on Thursday, Morrisons CEO David Potts said the supermarket will no longer stock imported lamb from New Zealand and Australia and will instead move to 100% British in its own-label brand ‘Market Deals’.
 
The ‘Market Deals’ brand had previously come under fire from the NFU, who claimed in February that the label could confuse Morrisons customers who believed they were buying British meat.
 
Reacting to the Morrisons CEO’s announcement, NFU Deputy President Minette Batters said, “We are extremely pleased that Morrisons has shown this level of commitment and chosen to fully back British sheep producers.
 
“Morrisons has traditionally been a strong supporter of the British livestock industry and much of its messaging to shoppers is centred on stocking 100% British Red Tractor assured fresh meat. This move will certainly make it easier for shoppers who want to buy British lamb in store but have previously been confused by the ‘Market Deals’ labels.”
 
NFU livestock board chairman Charles Sercombe added, “We appreciate that Morrisons purchase a significant number of lambs every year, around 750,000, so this high-profile commitment to source 100% British lamb across all its lines provides a very welcome boost for the UK sheep sector at a time when our future trading relationships is uncertain. It is vitally important that we see strong support from British retail and consumers.”