IN A stunning Brexit-era move, as of May 1, all fresh meat sold in the Co-operative's stores will be sourced exclusively from British farmers.

The Co-op had already moved to British-only beef, chicken, ham, pork, sausages, duck and turkey, as well as using British meat in all its own-label chilled ready meals, pies and sandwiches – but now, by dropping both Danish bacon and New Zealand lamb, it can claim to be the first national retailer to source all of the fresh meat which bears its name from domestic producers.

From that strong position, the retailer this week mounted an attack on the UK's meat importing habits, in a move that seems calculated to harness the public mood and propel "Buy British" back onto the political agenda.

Releasing its own research showing that meat imports into the UK have doubled over the last 20 years, the Co-op called on more supermarkets and food service providers to back home-grown goods. According to its figures, since 1996, the quantity of meat coming to the UK from the European Union and other countries has soared from £3bn to £6.2bn.

Retail chief executive Jo Whitfield said: “British consumers will be shocked to see how meat imports have grown while at the same time retailers hang out the bunting and claim to back British farmers. Only the Co-op offers 100% British fresh meat all year round and not just in the meat cabinet but also in our sandwiches, our pies and our ready meals.

“We can do this because we’re owned by members not shareholders and can invest long-term in what matters to communities, not what provides the fastest shareholder return," she said. "I call on other retailers and food providers to do more to help our farmers, particularly as they head towards uncertain times.”

To back up this assault on its meat importing competitors, the Co-op has launched a £10m campaign focusing on the benefits of sourcing from local farmers, with full-page prints ads appearing in national newspapers and a TV campaign to follow later.

NFU Scotland’s newly-appointed food chain policy manager Lindsey Macdonald commented: “This commitment by the Co-op to exclusively stock British fresh meat across an extensive product range is good news for farmers and consumers alike.

“For a major retailer to deliver 100% British beef, lamb, pork, bacon, ham, chicken, turkey and duck to its customers sends a clear message to other supermarkets on what is achievable when it comes to genuinely supporting the nation’s farmers and crofters."

For that commitment to also extend into a company's own-label range of processed foods like pies and sausages, chilled ready meals and sandwiches showed an "unparalleled level of support" she said.

“We are keen to discuss with the Co-op what scope there is for building the Scottish offering within its stores," added Ms Macdonald. "Last year saw the Co-op launch a Scottish premium bacon range for its stores. That provides a platform from which to build and we look forward to taking this forward when we meet with the Co-op at the Highland Show next month.”