Asda has fulfilled its commitment to supply 100% British beef on its fresh meat counters, earning it a letter of congratulation from the National Beef Association, praising its 'patriotic support'.
Writing to the joint owner of Asda, Mohsin Issa CBE, the NBA's chief executive Neil Shand referred to an earlier letter, sent to Asda in 2020 – prior to Mr Issa’s involvement in the supermarket chain – in which the NBA publicly challenged its decision to stock beef products imported from Poland during the coronavirus pandemic.
Mr Shand wrote: “Whilst we understood the pressure to stock your shelves, this happened at a time when the farmgate price in the UK was at rock bottom and, in many cases, below the cost of production.
“Moving forward, it is therefore fitting to acknowledge your show of support for UK beef producers, and for honouring the commitment you made in September 2020 to stock 100% UK/British beef by the beginning of October 2021.”
Mr Shand welcomed the stability this move from one of the biggest retailers in the UK had provided to the industry, and on behalf of the NBA and its membership, offered his thanks for Asda’s continuing commitment to the UK beef industry.
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