The UK’s National Farmers Union (NFU) has issued a call to action for UK retailers to maintain their commitments to sourcing practices, following the detection of Australian, Uruguayan and New Zealand beef on the shelves of key supermarkets.
The NFU notes that Asda, Morrisons and Sainsbury’s have shifted from their promises to prioritise British beef, with products from the aforementioned countries now being stocked.
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NFU livestock board chair David Barton stated: “It’s deeply concerning to see major retailers now move away from their previous commitments to sourcing British in the last few weeks in favour of imports, many of which have been produced to lower standards. Farmers’ long-standing partnerships with retailers have supported sustainable supply chains, so this shift is alarming.
“Over the past year, the industry has heard warm words from almost every major retailer pledging support for British farmers. But these words ring hollow when British produce is not given pride of place on shelves.”
In early 2025, these retailers were among the signatories of a letter to the Treasury, requesting a reconsideration of proposed alterations to inheritance tax regulations.
The correspondence warned that such changes could lead to a reduction in investment within British agriculture, stagnation in productivity levels and potential jeopardy for sustainable food production.
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By GlobalDataDavid Barton stated: “British farmers have invested in higher standards such as reducing antibiotic use in beef and lowering poultry stocking densities in sheds. Consumers want these high-quality production systems, shown by over one million people signing our petition for import standards to match the UK’s.
“But delivering these standards comes with additional financial costs. Long-term sourcing commitments from retailers are essential to ensuring that the high welfare British food consumers want remains available.”
Barton also highlighted that confidence among British beef producers is currently at an unprecedented low.
The NFU’s Farmer Confidence Survey, conducted between November 2024 and January 2025, indicated a significant decrease in confidence among British beef producers, with the total cattle population reported at 7.54 million head in April 2025, a 1.7% decrease from the previous year.
The reduction in the beef breeding herd, which fell by 3.4%, was cited as a main factor.
The NFU warns that the erosion of confidence due to retailers’ u-turn on sourcing commitments could lead to further pressure on an already shrinking supply, potentially impacting long-term food security.
It also insists that retailers must be transparent with consumers about their support for British farming and when they deviate from it.
We contacted Asda, Sainsbury’s, and Morrisons for comments.
Asda defended its position, stating: “We always look to offer customers a wide choice of products to suit all budgets, and the country of origin is always clearly labelled on pack so customers can make an informed choice about their purchases.
“Grass & Grill steaks are provided by a branded partner and available in our stores for a limited time only. All of Asda’s own brand fresh beef continues to be sourced from farms in the UK and Republic of Ireland.”
Sainsbury’s vehemently denied the claims, with a spokesperson saying: “These claims are entirely misleading, based solely on two premium Summer Wagyu products that account for just 0.1% of our beef range. We have an unwavering, long-term commitment to British farming and this has zero impact on our approach or existing partnerships.
“These items were sourced from New Zealand to our consistently high quality standards to meet customer demand. The country of origin is also clearly labelled to ensure our customers can make informed choices when they shop with us.”
And Morrisons explained: “Morrisons remains 100% British on all our meat counters. In our aisles – alongside our New Zealand lamb – we are introducing trials of some imported meat from trusted suppliers to help us offer outstanding value through the seasons and through any supply fluctuations.”
