Morrisons launches ‘Tractor Tuesdays’ for British farmers
© The Academy PR Morrisons is championing British farmers with its new “Tractor Tuesdays” initiative, offering a 25% discount on food and drink in all its cafés nationwide.
Starting 3 December, the scheme aims to foster camaraderie among farmers and raise awareness of their contributions while supporting mental health in the farming community.
Farmers need only present a County Parish Holding number, Young Farmers Card, or NFU membership to qualify for the discount.
See also: Morrisons announces £1.4bn pledge to British farming
Collaborating with Len’s Light, a mental health charity focused on rural communities, Morrisons seeks to encourage connection and conversation among farmers who often face isolation and industry pressures.
Sophie Throup, technical and sustainability director at Morrisons, said the initiative reflects the retailer’s commitment to British agriculture.
It will create spaces for farmers to share stories and challenges over affordable meals.
Key NFU representatives will attend select stores monthly to engage with farmers and customers, enhancing the initiative’s reach.
From the new year, alumni from Harper Adams University will also be involved in supporting the Tractor Tuesday events.
As the UK’s largest direct customer of British farmers, Morrisons says it is continuing to champion initiatives to support the industry, including sustainable farming collaborations and funding.
For more information, visit Morrisons Café locations.