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 chairman 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.”
A Morrisons statement said: "All Morrisons branded fresh lamb is British, available all year in all stores. NZ and Australian lamb will always be branded Market Deals and should never appear on our butchers counters. It will be merchandised elsewhere in the store. We were therefore really disappointed to hear that your members have seen it on our counters. We are investigating and will re-communicate our policy to our butchers."