Consumers in Bulgaria are facing a dilemma between expensive local lamb and imported meat, raising concerns about its quality and origin as the holiday season approaches. The Bulgarian Food Safety Agency (BFSA) has failed to enforce European legislation on labeling and freezing dates, allowing the sale of undeclared deep-frozen meat in supermarkets. The issue comes to light with the import of undeclared and mislabeled lamb from New Zealand, North Macedonia, and Romania, raising concerns about transparency in the food market. The National Sheep and Goat Breeding Association (NOKA) and the Association “For Affordable and Quality Food” have called for consumer vigilance and highlighted the need for proper labeling and storage of meat products to ensure consumer safety and prevent the misrepresentation of local and imported meats. The current situation highlights a broader issue of food safety and transparency, with the BFSA's inaction prompting warnings from these organizations about the potential risks to public health and the unfair competition faced by local farmers.