Morrisons fuels farmer anger over lucky-dip beef steak

Retail giant Morrisons has become the latest retailer to face the brunt of farmer anger over its ‘Limited Edish Beef Ribeye Steak’.

On its website, the country of origin for the product states ‘Australian or British’, with no option for online shoppers to choose between the two.

Morrisons said it was working towards resolving this anomaly.

Meanwhile, Tesco’s 300g lamb leg steaks, available online, also don’t give consumers the option to choose between UK or New Zealand produce.

This lack of clarity and choice has incensed the farming community, which feels betrayed by Morrisons after it repeatedly stated its support for the British farming industry.

See also: Asda faces backlash over beef from Uruguay

“This is outrageous – Morrisons are deliberately blurring the lines between Australian and British beef at a time when UK beef producers need to invest in the future,” said NFU deputy president David Exwood.

“Morrisons has previously sold itself as the biggest supporter of agriculture. Farmers will take this as a kick in the teeth,” he added.

Tim Farron, Liberal Democrat MP for Westmorland & Lonsdale and the party’s agriculture spokesperson, said on X: “This is appalling from Morrisons. They seek kudos for their UK sourcing but then sneakily do this, undermining British farmers and undermining their own integrity and brand.”

This is appalling from Morrisons. They seek kudos for their UK sourcing but then sneakily do this, undermining British farmers and undermining their own integrity and brand. https://t.co/VL4Hq7vBDp

— Tim Farron (@timfarron) June 10, 2025

Highlighting its support for the industry at the beginning of the year was Sophie Throup, former head of agriculture for Morrisons, saying “We’re with you, we support you”.

The retailer’s chief executive, Rami Baitiéh, also previously told Farmers Weekly that the retailer stood “shoulder to shoulder with British farmers”.

Responding to the criticism over its beef ribeye steak, the retailer said: “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.”

The spokesperson added that the retailer is proud to be the “single biggest direct supermarket customer of British farming and are looking to grow the overall volumes of British meat through Myton Food Group”.

Clear labelling needed 

Farmers Weekly understands that packaging itself will clearly show if the meat is British or Australian.

Tony Goodger, head of communications at the Association of Independent Meat Suppliers (Aims), said the move reflects a competitive grocery market.

“Supermarkets used tertiary brands during the financial crash of 2008 and the following cost of living crisis. This product, along with the Asda line, is simply further evidence of stores using price-led one-offs to provide additional consumer choice.”

Customers, he added, can still make purchasing decisions based on clearer origin labelling at the point of purchase.