Morrisons has reported rocketing sales of fresh meat since the horsemeat scandal blew up.
Morrisons said its sales data for the period week commencing 4 February 2013 compared to 17 December 2012 - 13 January 2013 showed fresh meat sales up 18%, fresh burger sales up 50%, fresh beef mince up 21%, pork up 124% and lamb up 15%.
The supermarket also said it has had an “unprecedented number” of customers asking its butchers for advice in the wake of the crisis.
“There’s never been a better time for consumers to buy fresh meat from sources they know they can trust,” said Morrisons CEO Dalton Philips.
“Because we work direct with farms, even owning our very own, our counters and expert staff can confidently offer the most reliable meat to customers.
“Shoppers who are concerned by the recent crisis should buy fresh meat supplies from a trained butcher. We encourage all customers to talk to the butcher about where their animals are sourced from. Buying from reputable, skilled butchers should give shoppers reassurance and greater confidence in meat products.”