Asda Faces Farmer Fury Over Uruguayan Beef Imports
Asda Faces Farmer Backlash Over Uruguayan Beef Imports
UK – May 31, 2025 – Supermarket giant Asda is facing significant criticism from British farmers following its decision to stock beef imported from Uruguay under the “Grass and Grill” brand, which is owned by Hilton Foods, as reported by Farmers Weekly.
The move has drawn outrage from figures within the UK agricultural community, who view it as a betrayal of their interests. Stuart Roberts, a prominent Hertfordshire farmer, lambasted Asda’s decision, calling it a “glaring hypocrisy” and “misleading” to consumers. He highlighted that the supermarket’s actions contradict its stated emphasis on sustainability and support for British farmers.
In response to the growing backlash, Asda issued a statement clarifying its position. The retailer asserted that its fresh beef range continues to be sourced exclusively from the UK and Ireland. It emphasized that all products are clearly labelled with their country of origin, enabling consumers to make informed choices. Asda also stated that the Uruguayan steaks represent a temporary offering from a branded partner.
The Farmers’ Union of Wales (FUW) has weighed in on the debate, underscoring the critical need for clearer and more robust food labelling regulations. Meanwhile, the Association of Independent Meat Suppliers suggested that Asda’s decision reflects its strategy to maintain competitive pricing in a fiercely contested retail environment. The controversy underscores the ongoing tensions within the food supply chain regarding sourcing, pricing, and support for domestic producers.