Morrisons is offering a new initiative to connect shoppers with farmers, allowing a closer look at food production.
- The British Farm Bus Tour is an innovative step to demystify the food production process for customers.
- The first tour visited Barrock End Farm, showcasing sustainable practices in agriculture.
- The initiative aligns with Morrisons’ commitment to zero-emission farms by 2030.
- Morrisons aims to enhance transparency and support for local farmers through these tours.
In an effort to provide customers with a deeper understanding of where their food comes from, Morrisons has introduced the ‘British Farm Bus Tour.’ This initiative enables participants to witness firsthand the daily operations of farms, promoting the transparency and sustainability of agricultural practices.
The inaugural tour took place at the 420-acre Barrock End Farm in the North Pennines, offering participants a glimpse into mixed cattle, sheep, and crop farming. Morrisons’ technical and sustainability director, Sophie Throup, emphasized the importance of such initiatives in connecting consumers with the origins of their food. “The Morrisons Farm Bus Tours will set off from stores to take the mystery out of where and how the grocer retailer’s food is produced,” she stated.
Alongside this innovative step, Morrisons has declared itself as the exclusive retail partner for British Food Fortnight and celebrated in-store with displays of seasonal British produce, meat, and fish. This initiative reflects a broader commitment by Morrisons to lead in sustainable practices, aspiring to be fully supplied by zero-emission British farms within the next decade.
Earlier this year, Morrisons collaborated with Harper Adams University’s School of Sustainable Food and Farming to initiate a Sustainable Farm Network. This network aims to assist over 2,500 suppliers and farmers in moving towards sustainable, net-zero farming practices.
The new venture is not merely a marketing tactic but a strategic move towards transparency and sustainability. By offering these tours, Morrisons not only supports its farmers but also educates its consumers, fostering a stronger appreciation for the efforts involved in food production.
Morrisons’ farm tours are a significant step towards promoting sustainable practices and transparency in food production.
