Tesco is to feature individual farmers on all labels for its fresh British meat. The initiative, unveiled by chairman David Reid, is part of a bid to emphasise the retailer’s commitment to domestically produced meat.
Reid also said Tesco was committed to working with the Soil Association to achieve 100% domestic sourcing for organic meat. But in spite of this commitment to British, he also insisted
that Tesco’s foreign-sourced meat came from farmers who conformed to welfare and quality standards equivalent to those adhered to by British farmers. Tesco recently took farmers’ leaders on a fact-finding trip to Brazil and Argentina.
And he pledged to back farmers’ attempts to re-establish markets in Europe now the ban on beef exports was lifted. He added: “Tesco will want to support the export of British beef, including where possible to our stores overseas.”