Morrisons has come under fire after imported chicken was found on shelves edged with the Union Flag, a move the NFU said risks misleading customers and undermining British farmers.
The supermarket confirmed that Polish chicken had been sold in some stores on a limited basis, but admitted it should not have been placed on shelving decorated with the Union Flag. The company has issued updated guidance to stores and promised clearer country-of-origin labelling on packaging.
Morrisons said the sale of imported chicken reflects short-term market pressures and insisted it remains committed to investing in the UK poultry supply chain as part of its long-term strategy.
But NFU poultry board chair James Mottershead described the situation as “extremely disappointing.”
“Not only could this be misleading to shoppers, but it’s a blow to British producers who are adhering to ever higher welfare standards,” he said. “These standards come at increased cost, yet the same may not be demanded of imports.”
Mottershead added that undermining consumer trust in British produce and farmers’ confidence to invest “does nothing to support our homegrown food industry at a time when demand is rising.”