Morrisons is rolling out a 25% discount for farmers in its cafés every Tuesday starting December 3rd.
- The initiative, called ‘Tractor Tuesdays’, aims to recognize and support UK farmers, enhancing their visibility in stores.
- Farmers can avail of the discount by presenting relevant identification, such as a County Parish Holding number or NFU Membership.
- The program is in partnership with Len’s Light, focusing on mental health support within the farming community.
- NFU representatives will also participate, fostering conversations and community among farmers during these events.
Morrisons has announced a new initiative, ‘Tractor Tuesdays’, offering UK farmers a 25% discount in all its cafés every Tuesday, beginning December 3rd. This effort is directed at supporting and recognizing the contributions of growers and producers across the nation. By simply presenting their County Parish Holding number, Young Farmers Card, or National Farmers Union (NFU) Membership, farmers can enjoy a discount on various food and drink items such as breakfasts, lunches, snacks, and hot drinks.
The initiative not only serves as a discount program but also as a platform for farmers to come together and engage with one another. According to Sophie Throup, Morrisons’ technical and sustainability director, ‘Introducing Tractor Tuesdays at all our cafés is a meaningful way for us to show our continued support for British farmers, to encourage farmers to come together and share stories in good and more difficult times.’
Morrisons is collaborating with Len’s Light to introduce this initiative. Len’s Light focuses on improving mental health support in the farming community. Andy and Lynda Eadon from Len’s Light highlighted the importance of the initiative, stating, ‘Our mission is to ensure that no one in the rural community feels isolated or alone. We aim to throw light on the mental health issues facing the rural community and break down stigma.’
During these weekly events, NFU representatives will be present at six selected stores across the UK each month. They will encourage farmers to join and engage in discussions about the initiative. These stores are located in Skipton, Peterhead, Hinckley, Carmarthen, Ipswich, and Plymstock.
Additionally, starting from the new year, alumni from Harper Adams will engage in supporting these events, further highlighting Morrisons’ commitment to British farmers. This move follows Morrisons’ earlier announcement of a £1.4bn commitment to British farming by 2025, showing a consistent effort in supporting agricultural communities.
Through initiatives like ‘Tractor Tuesdays’, Morrisons is strengthening its ties with the agricultural community, promoting both support and awareness.
