Major UK supermarkets have been accused of misleading customers with unclear labelling on turkeys sourced from the European Union in the final days before Christmas.
Supermarkets Draft in EU Birds for Festive Demand
Retail giants Asda, Morrisons, Lidl, and Aldi are among those bringing in poultry from the EU to meet Christmas demand. Critics have branded the practice as "dishonest," arguing that shoppers are being misled about the origin of their festive centrepiece.
An investigation revealed instances where packaging could easily confuse consumers. In a London Morrisons store, a Bernard Matthews "Bootiful" turkey crown was placed next to poultry clearly marked as "British." The true origin—"produced in the UK using turkey from the EU and UK"—was only visible on the underside of the package.
MP and Campaigners Slam 'Confusing' Labelling
Terry Jermy, the Labour MP for South West Norfolk, voiced strong criticism. "There will be many families this year eating their Christmas dinner thinking they have done their bit to support British farmers when in fact the opposite is true," he stated.
He emphasised that the public wants to buy British due to high animal welfare and environmental standards, but confusing labels and misleading ads hinder informed choices. "The major supermarkets need to up their game," he added.
Sarah Lee from the Countryside Alliance highlighted the practical difficulties. "Turning over a 12-pound turkey is not the easiest thing to do in a supermarket on a busy day," she said. She argued that origin should be clear on the front of the packet, not hidden in small print.
Shoppers Urged to Check Labels Carefully
Sue Davies of the consumer group Which? offered clear advice to Christmas shoppers. "While origin information must be included on the label for unprocessed pre-packaged poultry, recent supply challenges mean shoppers shouldn't assume turkey is British," she explained.
She urged consumers to check the label thoroughly to make fully informed purchasing decisions. The controversy erupts just days before Christmas Day, with many shoppers having already bought their festive birds.
Online listings have also come under scrutiny. On the Morrisons website, the "Bootiful" turkey is listed as from Poland. Meanwhile, Lidl’s "Braemoor" brand—named after a Scottish town—states it is "produced in the UK using EU and non-EU" meats.
