The National Farmers Union, the South East region branch of which is based in Petersfield, is urging shoppers to buy British lamb and to challenge retailers if home-produced lamb does not take pride of place on supermarket shelves.

NFU South East livestock board chairman Steve Conisbee said: “Nothing beats the flavour and quality of British lamb which is in season now. We know that consumers are keen to back British farming as a recent survey for the NFU has shown that 85 per cent of people would like retailers to stock food from British farms.

"We’re encouraging shoppers to buy British lamb and to challenge their local supermarket if prime shelf space is not being over to this great product which is in season now.”

Mr Conisbee, a farmer and butcher from Surrey, said: “When eating out, consumers should also ask caterers about the provenance of lamb on the menu.”

The lamb marketing season is at its peak now but unfortunately farmers are experiencing the lowest farmgate prices for lamb since 2009, receiving around 50 per cent of the eventual retail price. Consternation is growing among lamb producers who are gathering together during a series of major sheep sales taking place in the south this autumn.

Mr Conisbee added: “Retailers have a clear role to play in the marketing of great British lamb. Farmers feel that their product is not being given a fair showing

compared to imported lamb and indeed other meats. While some retailers have a good record on lamb, others could definitely source more British lamb and they need to build stronger supply chain relations with producer groups.”