Beef and lamb prices are projected to remain steady in 2026 after 12 months of extreme volatility and uncertainty.
This is according to Emma Nelson, senior livestock buying manager with the Morrisons’ supermarket group.
She made the comments at the 2026 Ulster Grassland Society (UGS) annual conference adding: “A more predictable market will also help to stabilise supplies of beef and lamb within the retail sector.”
Nelson also confirmed that Morrisons had imported beef from Australia, prior to Christmas 2025.
“The meat did sell at a lower price point than British beef. In part, this was due to the lower pack sizes involved,” she explained.
“However, it is assumed that those consumers enjoying their beef-eating experience in this way may well upgrade to British beef as they look to the future.”
Vertical integration from farm to shop within the Morrisons’ business is centred on the wholly integrated Myton Food Group food processing operation, the senior livestock buying manager outlined.
“Working closely with our farmer-suppliers is at the heart of Morrisons’ retail commitment. We generate around 15 million customer transactions very week,” Nelson said.
“Where beef and lamb are concerned, the presence of our in-house butchery centres delivers very high levels of consumer confidence.
“The appearance of the food that we sell in our retail outlets is extremely important.
“Surveys have confirmed that the visuals associated with a food product have a greater influence than taste when it comes to consumers making a selection decision.”
According to Nelson, a recent survey showed that farmers are the second most trusted professionals in the UK, with only doctors coming in ahead of them.
She said: “We are strongly committed to the development of sustainable career opportunities for young farmers.”
Elite Beef
Morrisons’ Elite Beef programme is a key driver of the supermarket’s commitment to consumers and farmers, according to Nelson.
Courtesy of the scheme, reared calves sourced from dairy units are placed on to Elite Beef farms as reared calves until finishing.
Farmers are paid on the basis of live weight gain or an agreed price at slaughter. The aim of the programme is to take the volatility out of beef production systems.
Where eggs are concerned, the buying manager noted that Morrisons works with a number of producer-suppliers in Northern Ireland.
This reflects the fact that avian influenza has impacted significantly on the production capacity of the poultry sector in Britain, Nelson added.
“Consumers have to feel fully connected to the food purchase they make,” she said.
“This reflects Morrisons’ commitment to a fully integrated supply chain.”
