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Fresh Produce

Morrisons’ Sustainable Meat Project Scrapped

Morrisons’ £2 million sustainable meat “living laboratory” development plan has been discontinued following the grocer’s “change in priorities”, theguardian.com reports.

The 1,000-acre area of land in Ayrshire was purchased in 2009, with the intention of studying how to boost the quantity of meat produced per hectare, and how progressive feeding cattle methods can lessen methane emissions.

Morrisons said that the project “was an exceptional opportunity for us to explore and develop farming practices. We are pleased with our achievements at the farm including developing our signature beef specification and creating best practice guidance for our suppliers. We will take the learning and development knowledge gained from Dumfries to progress our sustainable livestock programme with our existing farmer supply base.”

Dunfries House, the property in question, said the project had ended following “a change in priorities for Morrisons.”

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.

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