Lidl joins supermarkets reiterating British beef sourcing commitments as rivals pivot

Lidl has become the latest supermarket to reiterate its British beef sourcing commitments in light of international trade deals and pivots by other retailers.

The discounter said it stood firm on its commitment to its sourcing its own-label fresh beef range from British farms.

“British farming is recognised globally for its high standards of animal welfare, food safety and environmental stewardship,” said Lidl GB chief commercial officer Richard Bourns.

“At Lidl, we know these values matter to our customers, which is why we proudly support and champion British agriculture.

“As we enter our fourth decade in Great Britain, our commitment to these principles has never been stronger.

Read more: Food imports: what’s happened to the supermarkets’ rock-solid commitments to British meat?

“We will not compromise on standards even if others choose to do so. Our commitment goes beyond maintaining high standards – it’s about standing by British farmers when they need us most and doing what’s right for our customers.”

Last month, Aldi reiterated its commitment to British beef sourcing, while its CEO Giles Hurley took aim at Sainsbury’s.

“I’ve made it very clear that our commitment to British sourcing won’t be compromised,” Hurley told The Grocer. 

“And actually, I was quite interested, just this week, being in a competitor supermarket and looking at some New Zealand wagyu beef kebabs under the Taste the Difference banner. That’s from a supermarket which has a British beef commitment.

Read more: Are trade deals weakening British sourcing pledges?

“All our wagyu beef kebabs are 100% British wagyu, sourced through our partnership with Warrendale Farms, and we won’t compromise on that.”

Earlier this week, Waitrose and Co-op also both took aim at the meat sourcing credentials of rivals by reinforcing their commitment to 100% British beef.

Morrisons became the latest retailer to stock imported beef earlier this month when it launched a new tertiary brand called Limited Edish, sourcing beef steaks from either the UK or Australia.

The move, breaking Morrisons’ 100% British beef commitment, was described by the retailer as a “trial” designed to smooth out supply fluctuations. However, it provoked anger from farming groups, with NFU deputy president David Exwood slamming Morrisons’ “outrageous” behaviour, and criticising it for “blurring the difference by calling it ‘Australian or British’”.

Morrisons under fire over Aussie beef listing, as it breaks 100% British pledge

It follows a decision by Asda to stock Uruguayan beef last month under a new Grass & Grill brand, which it stressed did not constitute a break in its 100% British or Irish beef commitment, which applied only to own label.

Writing an exclusive comment piece for The Grocer, Waitrose’s head of agriculture, aquaculture and fisheries Jake Pickering said it was “seriously disappointing to see retailers backing away from promises they made to their customers”, adding: “We won’t be following suit.”

Co-op used the relaunch of its premium steak range to “reinforce our unwavering commitment to British agriculture and sourcing 100% British beef”.

Now was “not the time to be stepping back on vital sourcing standards and while others seem to be doing exactly that”, said Co-op Food MD Matt Hood.