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Morrisons leads field with '100 per cent British' commitment

by 5m Editor
1 November 2007, at 11:51am

UK - Following its 100 per cent committment to stock only British fresh pork, leading retailer Morrisons is now only to stock British-produced fresh lamb.

Marc Bolland, chief executive, said that the retailer will sell only British fresh lamb in it stores to the year end and for the whole of 2008.

Speaking at the English Farming & Food Partnerships Conference, he said the move was to support British farmers who are facing enormous challenges. The retail giant would now sell British lamb instead of New Zealand product.

In September, Bolland made a commitment to stock 100 per cent fresh pork after he met with GB pig producers at the IGD conference. The chain initially stocked 95 per cent fresh British pork, but is now only selling British fresh pork.

“We are the first of four retailers to make this commitment and, we are paying above the market price for pork, too. We have a long term commitment to sourcing British produce where possible,” added Bolland.


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5m Editor