The National Farmers Union (NFU) is calling on Morrisons to adhere to its 100 per cent British lamb policy when sourcing all of its own products.
The retailer is running a promotion of Australian and New Zealand lamb legs branded as Market Deals, but owned by Morrisons.
The NFU says it's concerned about consumer confusion over the product's country of origin considering Morrisons' high profile commitment to shoppers to source 100 per cent British lamb under the Morrisons own-label brand.
Charles Sercombe, NFU livestock board chairman, said: "Morrisons has traditionally been a strong backer of the British livestock industry and much of its messaging to shoppers is centred around 100 per cent British on all fresh meat.
"We appreciate that Morrisons purchases around 750,000 lambs every year, but in our view it's a real shame that the retailer is now acting contrary to it's commitments to consumers.
"We also have concerns that these imported products are being placed near British messaging at the point of sale, potentially leaving shoppers confused about the origin of the product they are purchasing.
"We want shoppers to be able to buy British food confidently.
"There is obviously a demand for British lamb so I would urge Morrisons to be clear to customers about what its commitments are."