The retailer is currently running a promotion of lamb legs which, branded as Morrisons Market Deals, offers Australian and New Zealand lamb at discounted prices.
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 it’s a real shame that the retailer is now – despite its commitments to consumers - stocking imported product under a Morrisons own brand.
“It’s even more surprising as just yesterday Morrisons’ Corporate Sourcing Director, Alex Brown, told the Efra Select Committee enquiry into farmgate prices that the retailer stocks 100 per cent British on fresh meat.
“There is obviously a demand for British lamb at this time of year so I would urge Morrisons to be clear to customers about what its commitments are, and what consumers are buying and where it comes from.”