Morrisons have launched a dedicated 'British' section on their online store, making it easier for consumers to choose homegrown products.
✅ Over 27,000 people supported the 'Buy British' section online through the NFU petition.
✅ The Government endorsed industry-led action on #BackBritishFarmingDay.
✅ Morrisons Chief Executive, Rami Baitiéh, confirmed the implementation of the 'British' section on the Morrisons website, featuring a variety of British produce.
I have been supporting Dr Luke Evans’ campaign to promote the availability of homegrown products, so I have been delighted to see all this progress.
The new section is on morrisons.com homepage under 'Shop Groceries,' allowing for customers to quickly navigate to British produce, such as meat, fish, vegetables, and dairy products, with further plans for ongoing development and seasonal updates.
Morrisons have recognised the importance of supporting our food growers and producers who produce simply the best food in the world with the highest animal welfare standards.
Whilst this will also give consumers greater choice when looking for to choose high-quality, welfare-conscious options, which aligns with a survey revealing 86% of the public wanting to buy more British food.
Let's hope more supermarkets will follow suit in supporting local farmers and promoting British food.