Morrisons is introducing a 25% discount for farmers in all its in-store cafés every Tuesday from 3rd December as part of a drive to support growers and producers in the UK.
The retailer stated that its ‘Tractor Tuesdays’ will aim to bring farmers together with each other as well as make the farming industry more visible to customers shopping in stores for the food they produce.
Last month, Morrisons started offering a 5% discount for farmers shopping in its stores and online.
To qualify for the discount on food and drink in its cafés, farmers need to present their County Parish Holding number, Young Farmers Card, or NFU Membership.
Morrisons is working alongside Len’s Light to introduce the initiative. The organisation is dedicated to improving support for mental health in farming, encouraging connection and conversation among farmers who face many challenges, including unpredictable costs, weather conditions, and working alone in remote rural locations.
Sophie Throup, Technical and Sustainability Director at Myton Food Group for Morrisons, said: “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. The discount also allows farmers to make the most of our popular, quality food and drink in our cafés for a fraction of the price and is a token of gratitude for all their hard work.”
Andy and Lynda Eadon, at Len’s Light, added: “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 and suicide issues facing the rural community and break down stigma around these in the farming community, but our focus is very much on positive mental health. Company, conversation and recognition are important to mental wellbeing and Tractor Tuesdays in Morrisons cafés offer all of these. We hope they will bring lots of people together.”
