Video: Buying British: How UK sheep farmers are fleeced in supermarket price war Along with the wet weather and the competition with New Zealand lamb, a poor export market created a "triple storm that sadly has really brought the price down and some farmers are really suffering because of low lamb prices at the moment," says Phil Stocker of the NSA. National Farmers Union livestock board chairman Charles Sercombe says that the falling prices are not being reflected on supermarket shelves. He says the present situation is unsustainable. The NFU claim that prices in the shops for UK product have only fallen by 2 per cent at the same time as the farm gate price has dropped by ten times that. "The supermarkets just look after their own profits," explains Mr Telford. If this is the case then British shoppers may have to act to ensure stocking British lamb is a wise financial decision as well as an ethical one. "Retailers are driven by consumers, [they] make the choice," explains Andrew Opie of the British Retail Consortium, "it's very easy to find the difference between New Zealand or British lamb so express your preference at the till." On his farm Mr Telford tries to make the best of the situation, bringing some lambs inside and purchasing supplemental feed in an attempt to fatten them up sufficiently for auction. "You can't keep hold of them too long," explains Mr Telford, "when they are ready to go they've got to go because it costs an absolute fortune to feed them. You've got to weigh up do you keep them a little bit longer and hope the price at auction rises or do you sell them and take what you can get.