The first of the “big four” supermarkets, Morrisons, has announced that it will only sell 100% British meat in its own-brand products.

The retailer said it will stop selling New Zealand and Australian fresh lamb, which it has previously stocked during the winter and early spring months.

The announcement, made at the Great Yorkshire Show, refers to unprocessed beef, lamb, pork, chicken and turkey.

The retailer said that it is able to make this commitment because the vast majority of its meat comes from Morrisons’ own abattoirs and processing sites.

Meat director Rob Youngson added that it is British farming’s biggest single customer and makes most of its own fresh food.

Morrisons also launched a programme to recruit more local food and drink makers, and its buyers are currently touring the country meeting potential suppliers.