Morrisons Faces Backlash Over New Zealand Lamb Trial

Morrisons has come under fire from farmers as it trials the sale of New Zealand lamb in 39 of its stores, moving away from its previous commitment to sell 100% British lamb. The supermarket chain cited customer demand for cheaper prices as the reason behind the decision. “The blunt commercial reality is that New Zealand lamb is cheaper to source,” Morrisons said in a statement, while assuring that its butchers’ counters will continue to offer British lamb.

The National Farmers Union (NFU) expressed disappointment, highlighting that the British livestock industry is already under pressure. NFU livestock board chair David Barton noted that New Zealand lamb is “produced to potentially lower standards” and hoped the trial would be temporary. He emphasized the importance of local sourcing to maintain food production and safeguard food security in the UK.

The National Sheep Association (NSA) also voiced frustration, stating that the decision contradicts the principles on which Morrisons has built its reputation among the farming community. Despite the backlash, Morrisons defended the trial, stating it followed an “extensive exercise” listening to customers who wanted more affordable lamb options year-round. The supermarket added that New Zealand lamb would be clearly labelled, allowing customers to make an informed choice.