Supermarket giant Tesco failed to meet consumers' demands for British beef in their South West stores over the festive period.

Disappointed by the lack of availability of British produce throughout Christmas and New Year, consumers have contacted the National Beef Association (NBA) enquiring why local beef is not available.

NBA chief executive Chris Mallon said: “With ample supply from processors and cattle available, the only justification for Tesco for failing to support British farmers is to increase their margin. The NBA feels this is unacceptable, with now more than ever the need to support home-grown produce.”

When consumers questioned the supermarket giant as to the lack of British product available, Tesco’s response was: “We are constantly reviewing product quality on the beef that is purchased and we have found at this moment we are finding the beef from Ireland to be of a better quality for our customers.

This is the reason for you seeing so much Irish beef on the shelves, customer satisfaction is very important to us and we are constantly monitoring our products.”

Commenting on Tesco’s response, Chris Mallon, Chief Executive of the NBA stated,

“It is shameful for Tesco to blame the quality of British product for its absence on Tesco shelves. The real reason is their buying policy which prioritises “cheapest first”. It shows a complete disregard for Tesco’s UK suppliers to put out statements falsely informing consumers that British product is inferior, instead of admitting that they source on price.

"Tesco’s decision to abandon British beef on the run up to Christmas can be explained by a snapshot of prices paid to farmers, for the week ending the 18/11/17 when supermarkets were sourcing meat for the festive season. The British average price was 378.9p/kg whilst ROI was in sterling terms 333.7p/kg. Hence, ROI beef was a cheap substitute to British beef and therefor more appealing to Tesco red meat buyers.

"I have spoken to several beef processors, of which none had experienced any problems with the quality or availability of British beef at the end of 2017. A blatant lie from the supermarket giant."

The south west is renowned for being one of the largest cattle producing areas in the country, with a strong Protected Geographical Indication (PGI) brand.

The NBA believes that British farmers produce beef to some of the highest global health and welfare standards and should not be forced to compete with inferior products.

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