Morrisons and Love British Food have today announced a three year partnership which will officially launch during British Food Fortnight in September.
Morrisons will become the exclusive retail partner of Love British Food with use of all associated branding in store, online and on own-label products.
The news comes as Morrisons celebrates 125 years since Sir Ken Morrison’s father started the business as an egg and butter stall in Bradford. Today, Morrisons is proud to be British farming’s single biggest direct customer and its Market Street heritage is clear to see in stores up and down the country where skilled butchers, fishmongers, bakers, cheesemongers and deli colleagues proudly make and serve customers fresh British food every day.
Throughout British Food Fortnight Morrisons will be celebrating the best of autumn's British produce, meat and fish on Market Street with great value prices and in store marketing displays. In addition, the community champions that are based in all of Morrisons supermarkets and work closely with the communities surrounding each store will be rewarding local groups who focus on increasing access to fresh, 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, said: “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.
“What is particularly exciting is their network of 500 community champions, with one in every supermarket. Working with them will help Love British Food expand the reach of its activities in communities. The focus of this year’s British Food Fortnight is making good food available for all and Morrisons shares our passion for making this a reality.”
British Food Fortnight will run from 20th September to 6th October 2024.