Supermarkets across the United Kingdom are increasingly turning to cheaper imported meat to keep prices down for consumers, but the move is sparking concern among British farmers and raising questions about long-term sourcing commitments. Chicken from Poland, beef from Australia and Uruguay, and wagyu from New Zealand are becoming more common on UK supermarket shelves, as retailers seek to remain competitive during a period of high inflation and ongoing price wars.
According to the National Farmers’ Union (NFU), retailers such as Morrisons and Asda have recently begun stocking meat produced to lower animal welfare and environmental standards than those required in the UK. Morrisons, for example, is now offering raw chicken from Poland, where poultry can be reared at a stocking density of 39kg/m², compared to the UK maximum of 30kg/m². Similarly, the retailer has introduced Australian sirloin steak, made possible by a post-Brexit trade deal with Australia that has been heavily criticised for undermining domestic producers. Asda has followed suit, selling Uruguayan ribeye and sirloin steaks at prices up to 20% lower than their UK and Irish equivalents. Sainsbury’s has also introduced small volumes of New Zealand wagyu beef into its range.
Speaking to International Supermarket News, one supermarket meat buyer justified the trend, stating that there is a clear price war in the retail sector and that sourcing cost-effective products has become a top priority. While British farming is valued, remaining competitive and providing affordable options for customers is essential.
However, the shift has been met with sharp criticism from farming leaders. Stuart Roberts, a beef, sheep, and cereal farmer from Hertfordshire, called Asda’s move a “huge betrayal” of UK family farms, while Liberal Democrat environment spokesperson Tim Farron said Morrisons’ decision “undermines British farmers and their own brand integrity.” NFU Livestock Board Chair David Barton added that it is deeply concerning to see major retailers moving away from previous commitments to sourcing British meat. He warned that many of these imports are produced to lower welfare and environmental standards, undermining the investment British farmers have made in sustainable and high-welfare practices.
According to the Agriculture and Horticulture Development Board (AHDB), red meat prices in the UK have surged — beef prices hit 713.3p/kg in early May, a 43.8% increase year-on-year. Beef production is expected to fall by 5% over the next year, driven by shrinking profitability and anticipated reductions in subsidies.
Retailers defend their sourcing decisions as necessary to meet consumer demand and provide value. A Morrisons spokesperson emphasised that all meat sold on its counters remains 100% British, adding that the company is trialling some imported meat in its aisles to offer outstanding value during seasonal fluctuations and supply challenges. Morrisons remains the largest direct supermarket customer of British farming. Asda highlighted consumer choice and transparency, noting that its Uruguayan beef is a branded, limited-time offer and that all own-brand fresh beef continues to come from UK and Irish farms. Sainsbury’s echoed these sentiments, saying that the vast majority of its beef range is British or Irish. Seasonal imports, which represent just 0.1% of its range, help meet demand while maintaining rigorous quality standards.
Yet for many farmers, the message is clear: while consumers may value lower prices, the long-term future of British agriculture hangs in the balance. As one shopper bluntly told ISN, “I don’t care where it comes from as long as it’s cheaper, tastier, and healthy — I’m loyal to my pocket.” With supermarkets facing increasing pressure to balance affordability with ethical sourcing, the battle between cost and conscience in the meat aisle shows no signs of abating.