(qlmbusinessnews.com Fri. 17th May, 2024) London, UK —
“British Farmers Up in Arms as Morrisons Trials Sale of New Zealand Lamb”
Morrisons faces criticism from British farmers as it begins trialling the sale of New Zealand lamb in 39 of its stores, a move away from its usual commitment to selling 100% British lamb.
The decision has sparked outrage among farmers, with the National Farmers Union (NFU) expressing disappointment, particularly during a time when the British livestock industry is already under pressure. NFU livestock board chair David Barton emphasized the importance of maintaining local sourcing to support UK food production and safeguard food security.
Similarly, the National Sheep Association (NSA) voiced frustration, stating that Morrisons‘ decision contradicts the principles it has previously upheld, tarnishing its reputation among farming communities.
Morrisons defended its decision, citing customer demand for more affordable lamb options throughout the year. The supermarket acknowledged that sourcing New Zealand lamb is cheaper but reiterated its commitment to continue selling British lamb at its butchers' counters.
Despite concerns raised by the NFU regarding the environmental impact of importing lamb from overseas, Morrisons assured customers that New Zealand lamb would be clearly labelled, allowing them to make informed choices.
NSA chief executive Phil Stocker criticized the timing of the announcement, considering it coincided with an event demonstrating support for UK agriculture, in which Morrisons participated, promoting its commitment to British farmers.
Stocker emphasized the significance of fair prices for UK sheep farmers, especially in light of recent challenges such as the Schmallenberg virus and the threat of Bluetongue disease. He stressed that realistic prices are essential for farmers to reinvest in their farms and maintain high standards.
Morrisons' decision to trial New Zealand lamb comes amidst financial losses exceeding £1bn last year, attributed to rising financing costs and increased debt. The move reflects shifting consumer shopping habits amid the ongoing cost of living crisis, with customers seeking more affordable options.
The trial of New Zealand lamb in Morrisons stores underscores the complex dynamics between consumer demand, affordability, and the challenges facing British farmers in an evolving agricultural landscape.
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