9 supermarkets’ commitment to British lamb compared

A range of imported lamb can be found on most supermarket fresh meat shelves at this time of year.

With a large number of home-grown lambs still on the ground, British producers are finding the sight of New Zealand and Australian products frustrating.

But how do the different retailers compare?

Farmers Weekly asked nine of the biggest retailers for their sourcing policies and visited stores in London and Surrey. See the results below.

Quality and carcass balancing are the reasons given by retailers for stocking imported lamb.

See also: Twitter storm erupts over Waitrose ‘British’ lamb label

Consumer experience 

A recent study by AHDB found if consumers have a bad experience with red meat, 22% won’t re-engage with the product for up to three months afterwards.

“If a customer has a bad eating experience with lamb it is difficult unless they are die-hard lamb fans, to get them to try it next time and they may turn to other proteins,” said a spokesman for Waitrose, which has 10% of the lamb market.

“Therefore, quality is key to a buoyant sector and it is worth understanding that the main competition for British lamb farmers probably doesn’t come from New Zealand but instead comes from other proteins,” he said.

“Most of our farmers are happy to supply during the appropriate season and are not keen to supply when feed would have to be bought in – we respect this view,” he added.

However, Phil Stocker, chief executive of the National Sheep Association, said: “When [supermarkets] talk about a quality eating experience, they’re not talking about meat quality but about our British lamb product being slightly different at this time of year.”

Retailers could celebrate this different product and encourage consumers to cook differently, said Mr Stocker, while also working more collaboratively with producers to change their production systems and give confidence through longer-term agreements.

Reduced slaughterings

According to AHDB, slaughterings have been down since June, and with poor pasture growth last year, a large number of lambs are expected to come forward in the next couple of months.

This has caused the sector to question why retailers are importing so much lamb when there is a lot of home-grown product still out there. 

However, Mark Kozlowski, senior analyst at AHDB Beef & Lamb, said it is not all about carryover.

“We won’t just sell everything that we produce domestically. Most consumers want loins, legs and not bellies and shoulders. The level of supply depends on the cuts and not just the volume – supermarkets have a duty to provide what customers want,” he said.

Tom Dracup, livestock adviser at the NFU, added: “Countries like New Zealand are able to send high volumes of this product already processed, maximising their return and ensuring supply for supermarkets.

“There are elements of the New Zealand system that mean it can complement demand in the spring when UK stocks are low.

“However, when we have large amounts of UK product still on the ground, we cannot see the drivers or need for this.

“Long-term market signals from processors and retailers will allow for UK producers to hit the necessary markets,” said Mr Dracup.

UK lamb imports were slightly down last year – by about 5,000t to 155,520t, while exports were also slightly down.

Supermarket support for British lamb

Tesco

Fresh lamb: Imported v British 

Tesco failed to respond to requests for figures beyond saying said its meat counters were 100% GB all year. It sources from the UK and New Zealand.

Fresh lamb: Display and promotions

• Spot check: Lots of commingling (mixing of packs with different origin), no two country option except leg steaks. No offers on any lamb products. Country of origin labelling inconsistent. 
• Tesco said: “We clearly label the origin of our lamb and aim to give customers a choice to buy British.”

Chilled ready meals: Imported v British

• Spot check: All New Zealand. 
• Tesco did not respond to request for information on ready meals.

What the retailers say

“To ensure our customers have high-quality and great-value lamb all year, we source from the UK and New Zealand. Last year we announced a new cost-of-production trial to look at the long-term solution to help address some of the volatility in the lamb market.”

Sainsbury’s

Fresh lamb: Imported v British 

Majority British. Aim for 100% GB during UK season – changes each year but generally June-Nov, although has been extended to Jan before. Imports NZ outside of this period. 100% GB all year on meat counters (Scotch lamb in Scottish stores, Welsh lamb in Wales), chilled Taste the Difference and organic ranges. 

Fresh lamb: Display and promotions

• Spot check: Wide range of cuts. GB and NZ packs all on same shelves side by side, although in separate lines. Packaging clearly says origin, but is very similar. All mince or organic products GB.
• Three promos including end of aisle – all on New Zealand lamb.  Sainsbury’s said: Currently three promos, including on New Zealand and Great Britain lamb.

Chilled ready meals: Imported v British

• Spot check: one lamb product – contained NZ lamb. 
• Sainsbury’s said: 100% GB “in season”, otherwise NZ, but is 100% GB on pork, beef, chicken, duck ready meals all year.

What the retailers say

“While British lamb is always our priority, we may source lamb from New Zealand outside of the season, or  at periods of high demand to ensure we can meet customer demand all year and maintain the consistent excellent quality our customers expect.”

Sainsbury’s has 850 British farmers in its Lamb Development Group, 120 producers in NZ and has a Welsh Young Farmer lamb scheme. 

Asda

Fresh lamb: Imported v British 

Asda failed to respond to Farmers Weekly’s requests for figures.

Fresh lamb: Display and promotions

Spot check: Commingling of British and imported products. Good, clear packaging, showing where animal was reared and slaughtered. Asda did not respond to requests for further information. 

Chilled ready meals: Imported v British

• Spot check: Mixed origin “UK or NZ”.
• Asda failed to respond to requests for information on ready meals. 

What the retailers say

“We are committed to sourcing British products first and only stock lamb from elsewhere to ensure availability for our customers. We pride ourselves on traceability and transparency with all our products clearly labelled so our customers can make and informed decision when buying their meat.”

Morrisons

Fresh lamb: Imported v British 

94% GB over the year. Runs “handful” of promos from Nov-Easter on imported. 100% GB on own brand (ie not tertiary brands).

Fresh lamb: Display and promotions

Spot check: Australian lamb legs under lamb sign with Union flag on it. All other cuts GB. Morrisons said: Normally at least one promo on GB every week. Currently have three – mince, chops, shoulder. 

Chilled ready meals: Imported v British

Spot check: About half GB. Others labelled as either UK or NZ, and some just as NZ. Morrisons said: It doesn’t record this figure. 

What the retailer says

Morrisons sells imported when needed “because a large volume of one cut (the leg) is being sold out of balance to the rest of the carcass. The country of origin is very clearly labelled and the product is sold away from the counter.”

Co-op

Fresh lamb: Imported v British 

From 1 May will go 100% GB all year. Did not provide details of current figures.

Fresh lamb: Display and promotions

Spot check: Only one lamb product in shop – NZ leg (small store). Co-op said: Already 100% GB on beef, chicken, pork, bacon, turkey, will be 100% on lamb all year by 1 May 2017. 

Chilled ready meals: Imported v British

Spot check: One ready meal – NZ lamb. Co-op said: Uses GB in chilled ready meals, pies and sandwiches. 

What the retailer says

• The change to 100% GB will support about 1,700 British sheep farms. “
• The all-year supply will be achieved by farming a variety of native breeds that produce lambs at different times of the year.” All lamb produced will be 100% Red Tractor assured and will meet “rigorous standards from farm to pack”.

Aldi

Fresh lamb: Imported v British 

100% GB all year on fresh meat.

Fresh lamb: Display and promotions

Spot check: 100% GB. Aldi said: 100% GB all year on fresh products, all Red Tractor assured.

Chilled ready meals: Imported v British

Spot check: All NZ. “Classic British” range plus product with Union flag and “produced in Britain” logo – both using NZ lamb. Aldi did not give further detail.

What the retailer says

“All of our fresh core range lamb is sourced from British Red Tractor Assured Farms all year.” The ready meal showing the Union flag is “produced in Britain and the provenance of the lamb is clearly labelled on the back of the packaging.”

Waitrose

Fresh lamb: Imported v British 

70% GB over the year. 100% GB on pre-packed May-mid Jan (extended by three weeks this year), 100% GB on counter all year.

Fresh lamb: Display and promotions

Spot check: GB on meat counter only.  Waitrose said: Promos on GB legs and shoulders every weekend in February and on loin chops this week. Also a promo on NZ. Feature on GB Dorset breed in March edition of Waitrose Food magazine.

Chilled ready meals: Imported v British

• Spot check: All NZ. “Waitrose British” line using NZ lamb, with NZ lamb sticker on front.
• Waitrose said: The “Waitrose British” range is NZ and is being rebranded to “Waitrose Classic” to avoid confusion.
• “Ready to cook” range is 100% GB in season apart from one line. 100% GB on beef, pork, chicken ready meals.

What the retailer says

“We use NZ in our ready meals because of a lack of availability of suitable UK trim from our supply chain. We take the whole carcass from our farmers with all of the trim generated from those lambs going into our popular burgers, meatballs and mince. Because of that, if we wanted to add British to our Classic range, we would need to find an alternative supply of the right quality and from farmers we know.”

Lidl

Fresh lamb: Imported v British 

100% GB July-Dec. GB and NZ Jan- June. Scotch lamb available in Scotland all year.

Fresh lamb: Display and promotions

Spot check: Four cuts, two NZ, two GB. Labelling of origin nice and clear. Lidl did not give further detail.

Chilled ready meals: Imported v British

• Spot check: One product, this used NZ lamb.
• Lidl said: Currently three products with lamb – all use NZ.

What the retailer says

“Due to seasonal availability and in order to meet our volume requirements and strict quality specifications, we stock both British and New Zealand lamb between January and June.”

Marks & Spencer

Fresh lamb: Imported v British 

100% Scottish lamb in Scottish stores all year, 100% Irish in NI all year. 100% GB in rest of UK May-March and NZ Feb-May. 80% of fresh lamb sold is GB over year. GB lamb option all year in speciality range, including Swaledale, Cotswold, Salt Marsh and Borders

Fresh lamb: Display and promotions

Spot check: Good packaging, flags for GB produce. Commingling with one NZ product. M&S said: Promo on GB lamb mince and leg steaks. 

Chilled ready meals: Imported v British

Spot check: Nearly all NZ lamb. M&S said: 45% meals use GB lamb.

What the retailer says

“We only import fresh lamb for a few months when availability of UK is a concern to us. Throughout the UK season we are proud to source the best-quality, in-season British lamb. We continue to work with our M&S Select Farm producers to further extend the UK season and have less reliance on imported lamb. We had early new season UK lamb in time for Easter last year and will again this year.”