Morrisons commits to 100% fresh British meat

Morrisons has announced that it will become the first of the big four supermarkets to commit to sell only British fresh meat throughout the year. Earlier this year, The Co-operative announced all its meat, including in processed products, would also be UK-sourced.

The announcement is part of Morrisons wider programme to sell more food that is both British and local.  Well over two thirds of Morrisons food is British compared to a national average of 52% and the company is keen to put more homegrown food in front of customers.
Morrisons has also launched a programme to recruit more local food and drink makers and its buyers are currently touring the country meeting potential suppliers.
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.”
Morrisons is able to make this commitment because it has a supply chain where uniquely it deals directly with British farmers. Rather than buying meat from intermediaries, the vast majority of its meat comes from Morrisons’ own abattoirs and processing sites.
 

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