Supermarket chain Morrisons has made a commitment to sell 100 per cent British fresh lamb throughout the year in its stores nationwide.
Speaking at the English Food and Farming Partnership (EFFP)'s annual conference, Marc Bolland, chief executive of the Bradford business, announced that the grocer was taking the steps to assist British farmers.
Mr Bolland said: "Sheep farmers are facing real difficulties as a result of livestock movement restrictions. Having listened to their concerns, we are responding to their plight and supporting the industry through this difficult time by increasing the availability of quality, British fresh lamb throughout the year."
Meurig Raymond, deputy president of the National Farmers Union (NFU), said: "We commend Morrisons for its show of support for British lamb producers at this difficult time. The company's decisive and quick action is most welcome and we hope other retailers will now follow their lead to help ease the industry's situation."
Thomas Binns, of the National Farmers Union Livestock Board, said: "We congratulate Morrisons on taking up our challenge in recognising that British lamb producers produce top quality British lamb throughout the year. This should help to rebuild some confidence among sheep producers."
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