Waitrose has announced that it will be stocking 100 per cent UK venison by autumn 2021.
The news comes as the grocer makes the move from sourcing its supply from New Zealand outside of the British season.
Earlier this year, the supermarket also committed to stocking 100 per cent UK lamb and is set to supply milk, chicken, beef, eggs and pork exclusively from the UK and Ireland.
The decision follows the retailer’s decision to extend its support of British agriculture and farmers during a time when UK farmers are expressing uncertainty about their livelihoods.
The country’s farming representatives such as the National Farmers’ Union (NFU) expressed concerns over the summer that the UK’s trade deal with New Zealand might result in imported produce and meat out-competing domesticated stock to the detriment of local farmers.
“We have always backed local producers and sourced British where we can,” Waitrose beef, veal and venison buyer Oliver Chadwyck-Healy said.
“For years we’ve worked on solutions to introduce British venison and lamb all year round, which has been challenging due to their seasonality, but thanks to the hard work of our farmers and suppliers, we’ve now found a solution to source British 365 days a year.”