Fresh & Proper has become the third independent retailer to start using the ‘Together with Morrisons’ joint-branded store concept.
The new 3,000 sq. ft. store in Fordham, Cambridgeshire, offers a tailored mix of Morrisons own-label products and branded lines. Fresh & Proper is also sourcing produce from local suppliers.
The ‘Together with Morrisons’ proposition is designed for independent store owners with established local brands and larger stores. The first ‘Together with Morrisons’ store opened in May 2022 in partnership with Warner’s. Earlier this year, Jempsons also adopted the format for six of its stores.
Paul Dobson, Sales Director – Franchise & Wholesale Supply at Morrisons, said: “We’re delighted to be partnering with Fresh & Proper to open another ‘Together with Morrisons’ store. We have worked closely with their team to ensure the Fordham community is getting a fantastic store with a mix of Morrisons own brand products and branded favourites and we look forward to adding local produce from local suppliers in due course.”
Joshua James, MD of Fresh & Proper, added: “We’re proud and honoured to be partnering with Morrisons and opening our ‘Together with Morrisons’ stores in Fordham. Our family has been running businesses in this area for over 200 years, including my father Jonathan’s first-ever store and a farm shop located on my grandfather’s farm just three miles down the road from our new store. We’re really excited to continue serving the local community and offering our customers access to a wide breadth of products.”
NAM Implications:
- Effective increase of Morrisons footprint…
- …without incremental cost or risk.
- And if it works for their partners…
- …anticipate a fast roll-out.
- And who knows?
