National Farmers’ Union (NFU) Scotland has voiced concern following reports that imported chicken and beef are increasingly appearing on the shelves of UK supermarkets including Morrisons, Asda and Sainsbury’s.
Recent reporting has revealed widespread substitution of Scottish and British meat with lower-cost imports –a move that NFU Scotland said “betrays consumer trust” and undermines the hard work of Scotland’s farmers, growers and crofters.
Recent consumer research carried out by Censuswide on behalf of Quality Meat Scotland (QMS) showed that 90% of red meat shoppers said they would still choose Scottish beef, lamb and pork even if imports were 30% cheaper, but that choice is being “eroded by stealth”.
NFU Scotland vice-president Robert Neill said: “We are angry and deeply disappointed. While our farmers and growers work day in, and day out to uphold world-leading standards in animal welfare, climate action and food quality, some supermarkets are stocking imported products that simply don’t meet the same bar.
“Scottish farmers are being undercut by a system that rewards the lowest price, not the highest standards. This is a slap in the face to Scottish producers and a betrayal of the public who expect to see local food on local shelves.”
The warning comes as the Royal Highland Show is underway, with Government ministers, retail leaders and thousands of members of the public in attendance. NFU Scotland is using the show as a platform to demand accountability and action from retailers and from policymakers.
Alongside partners including QMS and the wider NFU network, NFU Scotland also said it will be closely monitoring supermarket sourcing in the months ahead.
NFU Scotland stated that its ShelfWatch campaign had “consistently exposed” this disconnect, showing that while public support for Scottish produce remains high, supermarket sourcing policies often prioritise price over provenance. Across the eight big retailers, 20% of own-label products are imported, and while some supermarkets demonstrated stronger commitment to local sourcing, there is concern that the gap may soon widen, raising serious concerns about their support for Scottish producers.
NFU Scotland is renewing its call for urgent action, urging Government and retailers to:
- Introduce mandatory country-of-origin labelling on all products, including processed foods, the foodservice and out-of-home sector.
- Commit to a ‘Scottish First’ sourcing policy and reduce their reliance on imports.
- Ensure farmers receive a fair share of the retail price, through transparent supply chain data and contractual fairness.
Neill added: “This is not just about policy, it’s about the livelihoods of farming families. It’s about the next generation wondering whether they’ll be able to carry on the work of their parents and grandparents. If supermarkets want to claim they support British farming, they need to prove it where it counts: at the shelf and through the supply chain so that our farmers and growers can continue to feed the nation.”
