The NFU has praised Asda for changing ‘misleading’ labels on packets of its fresh beef.
The supermarket had originally stocked ‘Butchers Selection’ Hereford beef imported from Uruguay on its shelves but had not clearly indicated to consumers that the product was imported from South America.
This led to the NFU publicly challenging the retailer to change the labels to ensure consumers knew what they are putting in their trolley.
NFU head of food chain, Lee Woodger, said: “In using the breed name ‘Hereford’ the packaging implied the beef was from animals born and reared in our own pastures when in fact it came from Uruguay. We felt that these labels were misleading shoppers who, understandably, assumed the product was British.