Supermarket giant Tesco has introduced a new purchasing limit for customers in the crucial run-up to Christmas, effectively 'rationing' popular meat items to ensure fair distribution. Shoppers are now restricted to buying a maximum of four beef joints and four lamb joints per person.
The New Rule in the Aisles
The policy emerged after a customer named Catherine shared a photo of a store sign in the popular Facebook group, Bargain Lovers. The sign, located in the fresh red meat aisle, clearly states: "So that everyone can get what they need, we're limiting Beef and Lamb joints to four per person." This in-store warning is backed up by enforcement at the checkout, where staff will reportedly stop customers from exceeding the limit.
The restriction is also active for online orders. On Tesco's website, attempts to add more than three of its British Beef Medium Roasting Joints to a basket trigger a message: "You have reached the maximum quantity of 3 for this item." A similar cap applies to Lamb Half Leg Joints. Both items are currently part of significant Clubcard promotions, priced at £7.25 per kg and £6.75 per kg respectively.
Drivers Behind the Festive Limit
This move by the UK's largest retailer is a direct response to several converging pressures threatening Christmas dinner supplies. While there is no complete shortage, the traditional centrepiece, turkey, faces stock issues due to severe bird flu outbreaks. These outbreaks have led to culls and reduced imports from Europe and the United States.
Compounding the problem is a major two-week strike at a key cold storage facility, Magnavale. With turkey supplies under strain, demand has predictably shifted to alternative meats like beef and lamb. Tesco's limit is a pre-emptive measure to prevent bulk buying and panic purchasing, ensuring more shoppers have access to these popular roasting joints during the festive period. It remains unclear if the rule is nationwide or store-specific, and how long it will last. Tesco has been approached for comment.
Shopper Reactions and Wider Context
Reaction on social media has been mixed. Some customers support the measure. Facebook user Alison commented simply, "About time," while David noted, "Good idea seen one woman filled a trolley." Others reported availability problems, with Penny claiming her local Tesco had sold out of lamb, and Angela stating Morrisons had no beef or lamb either.
The sentiment reflects broader concerns about affordability and supply. Customer Wendy explained, "Frustrating as it is, most people will buy and freeze it... Unlikely we’ll be able to afford next year the way prices are going." The limit highlights the delicate balance supermarkets must strike during peak demand, especially when external factors like disease and industrial action disrupt complex supply chains just days before December 25.
