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Morrisons go all-British fresh pork

by 5m Editor
10 October 2007, at 2:12pm

UK - Morrisons is the first of Britain's big four supermarkets to agree to sell 100 percent fresh British pork.

Chief executive Marc Bolland made the announcement to BPISG demonstrators at the IGD Congress in London, yesterday. The news was welcomed by NPA chairman Stewart Houston who said the move was particularly important because it would help offset the decision by some retailers to import more pork during the two foot and mouth outbreaks.

NPA's Stewart Houston (left) with Morrisons chief executive Marc Bolland at the IGD Congress
Morrisons' pledge to move from 95 percent British to all-British takes effect immediately.

Once any imported product already in the system has been sold the company will be entirely British fresh pork, promised Chris Blundell, of Morrisons.

Stewart Houston said that it was too soon to gauge the effect that Morrisons' decision would have on price. However, he will be asking BPEX to analyse the likely impact of the other the leading multiples - Asda, Sainsbury's and Tesco - following suit.

Producers John Rowbottom, Richard Lister, and Richard Longthorp believe that Morrisons' pledge sends an important signal to other retailers. It will also help clear the backlog of pigs that is overhanging the market.

Pig producers are hemorrhaging at a rate of more than £10 a pig, but they want to see the industry return to profitability - in days rather than weeks or months. Morrison commitment will help but more retail support is vital.

5m Editor