Morrisons is ramping up its local sourcing credentials after agreeing a three-year partnership with the ‘Love British Food’ organisation, which will officially launch during British Food Fortnight in September.
The supermarket will become the exclusive retail partner of Love British Food and use the group’s associated branding in-store, online, and on its own-label products.
The retailer is British farming’s single biggest direct customer, with one of its key USPs being its Market Street format.
Throughout British Food Fortnight (20 September to 6 October), Morrisons plans to highlight the best of autumn’s British produce, meat, and fish on its Market Street counters with in-store marketing displays. It will also work with communities surrounding each of its stores, rewarding local groups who focus on increasing access to seasonal British food.
Sam Stott, Senior Customer Planning Manager for Morrisons, said: “We’re incredibly proud of our British food heritage and delighted to be partnering with Love British Food for the next three years.
“Customers continue to tell us that shopping somewhere that supports British farmers is really important to them and while we showcase our British food all year round, we are looking forward to really celebrating and shouting about it during British Food Fortnight.”
Alexia Robinson, Founder and Director of Love British Food, added: “We are over the moon to be working with Morrisons. They do more than many to fly the flag for British food and farming, making them the perfect partner for Love British Food.
“They were one of the first supermarkets to announce a ‘Buy British’ button. They are one of the largest fresh food manufacturers in the UK, with unparalleled traceability of their fresh meat, fish and eggs; and they make more fresh food in store than any other supermarket.”
NAM Implications:
- Key stand-outs are:
- British farming’s single biggest direct customer
- Exclusive retail partner of Love British Food
- Associated branding in-store, online, and on its own-label products
- If all of this comes together as planned…
- …there have to be gains for Morrisons.
- A pointer for others maybe?
