Waitrose will source all of its own-label fresh and frozen lamb from British farmers from summer 2021.
Although the supermarket already offers British lamb on its meat counters year-round, it sources some of its lamb from New Zealand during the winter.
To achieve the move to 100% British-sourced lamb all-year, its existing lamb producers will be given the opportunity to expand and new farmers will be added to the supply chain.
All of Waitrose’s organic lamb, fresh chicken, pork, beef, eggs and liquid milk is already sourced exclusively from the UK.
Tor Harris, head of CSR, health and agriculture at Waitrose & Partners, said: “We have always offered British lamb on our service counters all year round and we are delighted to be able to extend that strategy to the pre-pack lamb assortment.
“We are constantly looking at ways to innovate our product and are actively looking to partner with new lamb producers around Britain to ensure we continue to offer great tasting, high quality lamb all year round.”
The supermarket’s support for British farmers has been welcomed by the NFU and NFU Cymru.
Richard Findlay, NFU livestock board chairman, said: “This will provide a welcome boost for the UK sheep sector at a time when our future trading relationship is uncertain.
“This commitment will help to ensure our sector has a sustainable and ambitious future.”