Following feedback from its customers, UK retailer Morrisons will begin selling New Zealand lamb in its stores as part of a trial.
The move comes despite a commitment from Morrisons in 2017 to only source British lamb for its stores.
The trial will be seen across 39 Morrisons stores, but the supermarket said it would ensure clear labelling to avoid customer confusion.
A Morrisons spokesperson said: “Morrisons will later this week start a trial selling New Zealand lamb in 39 stores. The trial follows an extensive exercise listening to customers who were very clear that they want us to sell lamb at a more accessible price all year round.
“The blunt commercial reality is that New Zealand lamb is cheaper to source, and therefore cheaper to sell, than British lamb. We will remain 100% British lamb on all our butchers’ counters, and the New Zealand lamb will of course be clearly labelled so customers in these trial stores will see the difference and can make a choice.
“We do not intend this move to mean a reduction in the overall volumes of lamb that we buy directly from British farmers.”
National Farmers’ Union (NFU) chair David Barton said: “British sheep farmers and shoppers will be incredibly disappointed that Morrisons has dropped its commitment to sell only British lamb, albeit on a trial basis. The retailer has built its reputation on British-only sourcing and supported British farmers through its fully integrated supply chain.
“Recently, the UK farming unions wrote to the CEO of Morrisons and other top retailers seeking support for the industry including a steadfast commitment to local sourcing in order to maintain food production across the UK and to safeguard our food security.”
