NFU Cymru 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.
NFU Cymru members have raised their concerns 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 Cymru Livestock Board Chairman Wyn Evans said: “Morrisons has traditionally been a strong backer of the British and Welsh livestock industries 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 Welsh and 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 and PGI Welsh lamb so I would urge Morrisons to be clear to customers about what its commitments are.”