Morrisons says it will become the first of the ‘big four’ supermarkets to sell 100% fresh British meat throughout the year.
Morrisons has announced that it will become the first major supermarket to commit to sell only British fresh meat throughout the year.
In doing so, the retailer will stop selling New Zealand and Australian fresh lamb which it has previously stocked during the winter and early spring months.
The announcement is part of the Bradford-based supermarket's wider programme to sell more food that is both British and local.
Morrisons has also launched a programme to recruit more local food and drink makers.
Speaking at the Great Yorkshire Show, Rob Youngson, Meat Director at Morrisons, said: "Customers tell us that they want more homegrown food and we are listening. We have always been committed to selling British meat and today we are taking this a stage further by making a clear pledge that if you buy fresh meat at Morrisons it will be British."