The NFU has launched a scheme to name and praise retailers that support British lamb - and name and shame those that don't.

This week, the union unveiled 'Lamb Storewatch', a scheme to check the provenance and price of lamb products in stores and examine the extent to which retailers are stocking UK-produced lamb.

The move comes amid mounting concerns among farmers that retailers are favouring New Zealand lamb over British.

Under the scheme, farmers are being encouraged to visit their local stores and record country of origin and prices for lamb products.

The results will be collated and distributed on a monthly basis to farmers and the media.

The purpose of the scheme was less to shame retailers that were underperforming than to promote those that had done well, insisted NFU chief livestock adviser Peter King.

Kicking off the campaign, the union singled out Morrisons, Marks & Spencer and Sainsbury's as having made particular progress in supporting UK-produced lamb.

It praised Morrisons for moving to all-year-round sourcing of British lamb, and M&S and Sainsbury's for working closely with suppliers to extend the British season and stock British for longer.

The scheme would encourage retailers to offer more long-term commitments to UK lamb producers, which would in turn allow farmers to invest in quality and extend the season, said King.

It would also give producers the confidence to stay in the industry and continue to invest in the future of British lamb.

"In the UK, producers of quality product are told too often that there is a problem with the quality. If we get more commitment from retailers we can get the right quality," he said.

In the past, the multiple supermarkets have countered criticism over the level of UK lamb they stock by arguing that the quality of British lamb was not as good as New Zealand product towards the end of the British season.

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