Morrisons is taking significant steps to support British agriculture by injecting £1.4bn into the sector and providing a 5% discount to farmers. This initiative, planned for 2025, is a move forward from plans initially set for December.
- The support covers a wide range of suppliers, including livestock, egg, and dairy producers working directly with Morrisons.
- The 5% discount enriches an existing suite of support programs for farmers, reflecting Morrisons’ deep commitment to sustainable farming practices.
- Rami Baitiéh, Morrisons’ chief executive, emphasized the company’s role as a major supporter and partner of British farmers in light of the recent Budget.
- Customer engagement through the ‘For Farmers’ range has been noteworthy, aiding farmers directly and promising further expansions.
Morrisons has pledged a substantial £1.4 billion to bolster British farming in 2025, advancing their support that was initially slated for December. A notable part of this undertaking is offering a 5% discount to farmers, which is applicable in stores and online. This financial commitment spans various sectors of agriculture, including livestock suppliers who furnish lamb, beef, and pork, along with egg producers and fruit and vegetable growers who deliver directly. Furthermore, dairy farmers holding Morrisons contracts are also part of this initiative.
This discount is a strategic enhancement to Morrisons’ existing support framework for the UK’s agricultural sector. Beyond this monetary incentive, the supermarket giant already provides long-term contracts and cash flow assistance to ensure stability and growth for farmers. Such measures underscore Morrisons’ enduring partnership with British agriculture — a sector considered vital by the company for domestic food production.
Rami Baitiéh, the chief executive of Morrisons, asserted the company’s unwavering allegiance to British farmers, whom he hailed as ‘unsung heroes’ in food production across the UK. Acknowledging their indispensable role, Baitiéh noted that the £1.4 billion investment and supportive measures like long-term contracts reflect the company’s commitment to fostering robust relationships that can weather economic fluctuations, such as those highlighted by the recent Budget.
The ‘For Farmers’ product range offered by Morrisons, which encompasses various staples like milk, eggs, cheese, and cream, has become a significant channel for customers to support food producers directly. This initiative has garnered over £25 million to date, showcasing public willingness to back British farmers. Following consumer trends, Morrisons plans to broaden this range, including new products that reinforce farmers’ financial resilience.
The recent introduction of a white egg variety to the ‘Chuckle Eggs’ product line continues this initiative, with a portion of sales earmarked for farmer support. This action reflects an ongoing commitment to create mutually beneficial outcomes for both suppliers and consumers. Each sale contributes 6p back to farmers, further solidifying the ties between British agriculture and retail.
Morrisons’ investment not only strengthens its ties with farmers but also ensures sustained agricultural support.
