The news was revealed in a leaked memo, which was shared by Vegan Food UK, an online organization operating across multiple social media platforms, with a Facebook group, Facebook page, YouTube channel, and Instagram account.
The memo says that as Melton Mowbray is famous for its traditional pork pies, the vegan alternative – which is set to launch across the UK on December 9 – will not be stocked locally. Instead, residents can order the pie via customer services who will arrange a home delivery.
‘To avoid any offense’
“As Melton Mowbray is celebrated around the world as the home of the original Pork Pie, the decision has been taken that only pork pies made following the traditional meat based recipe should be stocked in the store,” says the memo.
“Melton Mowbray residents are known for being fans/ambassadors of ‘their’ Pork Pie and so to avoid any offense, we’ll be delisting the vegan pork pie in this store.”
The news was confirmed by a Morrisons spokesperson who said: “We have let our Melton store know they won’t be selling the ‘no pork’ pie due to the town’s strong heritage with the traditional pork pie.”
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The Morrisons Vegan Pork Pie has Landed!!! _____ The new pie looks great and we will be interested in hearing your views and reviews on it SWIPE LEFT to see the controversy that has happened in Melton Mowbray over the new #veganporkpies Apparently they arent stocking them out of respect to its “meat pie” heritage. But you can order and get delivery Pic ? @sophie.bullimore _____ Be the first to know ?Follow us as @vegan_food_uk for the latest vegan product launches . . . . #veganfooduk #veganfood #veganuk #ukvegans #whatveganseat #vegansweets #veganaf #veganpower #veganlife #meltonmowbray #vegantreats #veganmorrisons #christmastime? #veganfoodlover #foodie #veganpies #vegancommunity #veganfoodshare #veganstagram #veganxmas #thegamechangers @morrisons
‘Case of semantics’
The Melton Mowbray Pork Pie Association has welcomed the news, saying the vegan option is not a real pork pie.
Stephen Hallam, treasurer of the association, said: “It’s a case of semantics really, it can’t be a pork pie if it doesn’t have pork in it.
“The Melton Mowbray pork pie can never be beaten in the hearts and minds of the people who live here.”
But Liam Day, co-founder of Vegan Food UK, told Plant Based News that everyone should be supporting plant-based options which are kinder to the planet and animals.
“At the end of the day, whether it’s called a pork pie or not, it’s a plant-based product that involves no cruelty to animals and should be enjoyed by everyone who wants it,” he said.
“It’s such a shame that vegan residents of Melton Mowbray have to miss out because Morrisons doesn’t want to ‘offend’ the locals. The planet is at a crucial tipping point, and vegan foods need to be supported, not rejected.”