Morrisons goes 100% British pork

Morrisons has announced that 100% of the fresh pork sold in its stores Great Britian will be British sourced.

The commitment from the nations fourth largest grocery retailer was made this week by Morrisons chief executive, Marc Bolland, to the British Pig Executive (BPEX) as a means of supporting the British pig sector.

Immediately upon the agreement, Morrisons cancelled any further orders of imported fresh pork and within a week will only be selling British fresh pork in its stores.    

Mr Bolland said: “We’ve listened and responded to the concerns expressed by BPEX and aim to support the British pig industry through this period of great difficulties.

“This announcement confirms our strong relationship and commitment to British farmers and by sourcing 100% British fresh pork we hope to further help ensure a sustainable British supply chain.”

Stewart Houston, chairman of BPEX, said: “Being the first of the big four retailers to make this move only reinforces how seriously Morrisons takes the industry’s situation and we are grateful for their support at this time. 

“We are extremely pleased with this commitment and would urge other retailers to follow their impressive lead.”

Morrisons buys a large amount of primary produce direct from farmers and growers in the UK, giving close control over provenance and quality.  

This involvement of Morrisons in the supply chain has enabled the retailer to deliver the commitment that 100% of the fresh pork it sells will be British within such a short time frame.