Update: Following NFU pressure, Asda has made a commitment to change its misleading label on Butcher’s Selection Hereford Beef.
The NFU has called on Asda to change its labelling policy after it emerged that its meat marked ‘Hereford Prime Beef Sirloin Steak’ is sourced 6,800 miles away in Uruguay.
The supermarket is able to brand its product in such a way because the type of cattle used are indeed Herefords, even if the animals are reared, slaughtered and cut in South America.
Only upon a closer look at the fine print does the tell-tale 'URU' reveals the truth.
The NFU is now considering a complaint to Trading Standards.
Head of our food chain unit, Lee Woodger, felt most consumers would believe that they were putting a British product reared to stringent standards into their trolley.
He said: “We feel that this is taking away business from British farmers. It is passing something off as looking like it has UK heritage, when in fact it doesn’t.
“The beef is being sold alongside meat that was clearly labelled as British and Irish. The use of the word Hereford suggests that it is from Herefordshire.
"There is also a UK cutting plant number. I think shoppers will assume it is British."
Mr Woodger added that the product exposed flaws in the rules on country of origin information that supermarkets have signed up to.
And he criticised the farming minister, Jim Paice, for a failure to deliver on promises for stricter laws made in opposition. Find out more about our lobbying in this area here.
As it stands, Asda can argue it has done nothing wrong and the chain has told the NFU that, in its view, the label is technically correct and legal. Mr Woodger added: “In theory the label may meet the technical requirements of the law, but that does not mean it is not misleading.”
The imported Uruguayan beef steak sells at £15.46 a kilo - no cheaper than its British rival.
- richard Playle - 17/09/2011
Having looked on the web it seems that Uruguay is clear of F+M but it is still in counties around its borders. It is this type of marketing that could help to see futher reductions in our own meat production and livestock farmers
- Richard Playle - 17/09/2011
Yet again this only shows were the big supermarkets concerns are not with us the uk farmers but with their own bottom line !!! CASH !!! and if they can get away with misleading or hoodwinking the customer then so be it. Maybe we should be as proactive as the French and make up signs and placards and line up outside some of the stores and show the uk public just what really is going on with this inept system of food labbeling .. And to think I have just had a FABBL inspection and have to correct in all I do ! and to what end if they can at a drop of a hat import meat from anywhere in the world with by the looks of it no real idea as to farm assurance...Talk about thumbing their nose and sailing close to the wind !!!!!
- M H Retallick - 14/09/2011
Perhaps the N F U should investigate the source of the meat sold in the Angus Steak Houses chain as this would suggest beef from A. A. cattle