Morrisons to sell only 100% British beef

National Farmers Union (NFU) President, Peter Kendall, has welcomed the move. "This is really good news. The fact that one of Britain's leading supermarkets is moving to 100% British fresh beef will be tremendously encouraging to livestock farmers. It is a reflection both of the excellence of the product, and of the support it enjoys from British consumers, and as such sets an example that we very much hope all of the major supermarkets will follow."

Morrisons processes over 90% of its fresh meat in-house. This involvement in the whole supply chain has enabled the switch to 100% British fresh meat to be made swiftly and also gives Morrisons close control of quality and provenance.

Corporate Affairs Director, Chris Blundell, comments "We are different from the other major supermarkets in that we specialise in food - we source and process fresh food ourselves and prepare it freshly in store. We already sell only 100% British fresh pork, lamb and poultry and this move to 100% British fresh beef is part of our commitment to offering fresh, British sourced food wherever we can and supporting British farming."