What if a ready-meal range sold in the UK, and labelled as ‘British’, contained New Zealand’s lamb? It’s safe to say, Waitrose shoppers would not be impressed.
The problem was raised last year and, initially, Waitrose tried to silence complaints by placing stickers on packaging, specifying where the meat was from. That, of course, wasn’t enough. Now the supermarket chain has announced it will rebrand its lamb ready meals as ‘Classic’.
The decision was welcomed by the National Farmers Union (NFU), which had made its concerns clear right from the start.