Asda is dropping its pledge to source 100% British chicken for all fresh poultry ranges, in a move the National Farmers Union (NFU) has labelled as disappointing.

An Asda spokesperson said the decision to “temporarily source our Just Essentials Chicken Breasts from EU and UK farms” came as a result of “current supply challenges in the poultry market”. 

The added: “We continue to source all our other fresh primal chicken from UK Red Tractor Assured farms.”

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The NFU is now stressing the importance of retailers upholding their commitments, with poultry board chair James Mottershead branding the decision as “disappointing”.

However, he added: “Our understanding is that this is a temporary issue and we have been assured by Asda that they remain committed to sourcing 100% British fresh chicken.

“This is something we will continue to monitor. It is important that retailers stand by their commitments in order to promote confidence within the British poultry sector.”

It follows similar criticism experienced by Morrisons last year, when the grocer dropped its pledge, launched in 2017, to source only British lamb and began selling lamb from New Zealand in 39 stores.

In defence of the change, a Morrisons spokesperson told Grocery Gazette at the time that the trial followed an “extensive exercise listening to customers who were very clear that they want us to sell lamb at a more accessible price all year round”.

“The blunt commercial reality is that New Zealand lamb is cheaper to source, and therefore cheaper to sell, than British lamb,” the spokesperson admitted.

At the time, NFU livestock board chair David Barton termed the trial as “hugely disappointing”.