While sales of Waitrose Duchy Organic products do generate a donation to The Prince of Wales Charitable Foundation, farmers who have contacted Farmers Guardian maintained the public’s perception of Duchy Organic was that the brand supported British farming.
While most of the meat products under the Waitrose Duchy brand are British, some lamb mince, cutlets, leg joints and steaks are currently clearly labelled ’New Zealand’.
Gethin Havard who farms in Brecon said he had seen Duchy New Zealand lamb in his local store which was ’over fat and over priced’.
Mr Havard said he was considering contacting Prince Charles to air his frustrations.
"It has taken years to persuade farmers not to produce something that is over fat and damaging to our market," he said.
"I’m very disappointed. The industry is on its knees and we are not going to get up from there unless we have some degree of loyalty [from retailers]."
A Waitrose spokesman said the retailer operated a ’best in season’ policy for all its lamb, conventional and organic, to ensure customers could buy high quality lamb all year round.
"During the British season, we only sell UK- farmed lamb, predominantly from Wales and the West Country," he said.
"Outside the UK season, conventional UK lamb is always available on our service counters from a small number of our farmers who specialise in all-year-round production."
The spokesman said Waitrose was running a trial with some of its UK Duchy organic lamb farmers to establish the potential to extend the season of this lamb.
He added: "Overall we aim to get as many of our organic products from the UK as we possibly can but in some cases, where it’s simply not possible to source our total requirement for the quantity and quality we need to supply our 300 plus shops, as is the case with organic lamb out of British season, we go abroad for a proportion of what we need rather than not offer an organic choice to our customers."
The Waitrose Duchy Organic brand is a partnership between Waitrose and the Duchy Originals company, which was set up by the Prince of Wales in 1990.