MORRISONS has announced it will become the first major supermarket in the UK to commit to selling only British fresh meat throughout the year.

The Bradford-based supermarket will stop selling imported meat, including lamb reared on the other side of the world in Australia and New Zealand, which it has previously stocked during the winter and early spring months.

The announcement comes as part of Morrisons’ wider programme to sell more British and locally-produced food. More than two thirds of Morrisons food is British, compared with a national average of 52 per cent.

It has also started a programme to try and recruit more local food and drink makers from around the country.

Rob Youngson, meat director at Morrisons, announced the move at the ongoing Great Yorkshire Show in Harrogate.

He 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.”

Minette Batters, NFU deputy president, said: “We are extremely pleased that Morrisons has shown this level of commitment and chosen to fully back British sheep producers.

“Morrisons has traditionally been a strong supporter of the British livestock industry and much of its messaging to shoppers is centred on stocking 100 per cent British Red Tractor assured fresh meat.

“This move will certainly make it easier for shoppers who want to buy British lamb in store but have previously been confused by the ‘Market Deals’ labels.”

Charles Sercombe, NFU livestock board chairman, added: “We appreciate that Morrisons purchase a significant number of lambs every year, around 750,000.

“This high-profile commitment to source 100 per cent British lamb across all its lines provides a very welcome boost for the UK sheep sector at a time when our future trading relationships is uncertain.

“It is vitally important that we see strong support from British retail and consumers.”