MORRISONS has issued blue “passports” to its fresh lamb joints to show they are British-only this Easter.
The Bradford based supermarket’s passport design, complete with crown and crest, is inspired by the blue British passport first introduced in 1921 and set to be reintroduced in 2019 due to Brexit.
Morrisons says it won’t be selling New Zealand and Australian lamb over Easter after listening to customers. Research by the company found that “supporting British farmers” was one of the issues customers care most about, with 68 per cent of shoppers preferring British produce – citing freshness (48 per cent) and better quality (28 per cent).
Approximately one third of lamb sold in British supermarkets comes from overseas.
The supermarket sourced 650,000 lambs from 1,150 British farmers last year.
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