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Morrisons launches ‘British’ section online after campaign

Philip Case 06 December 2023
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© Tim Scrivener© Tim Scrivener

Morrisons has become the first major UK retailer to launch a “Buy British” section online to encourage shoppers to “back farmers and buy British produce”.

The new dedicated British section to Morrisons.com includes a variety of food products by the UK’s farming industry, including meat, eggs, dairy products, and seasonal fruit and vegetables.

The Buy British section has been introduced after Conservative MP Luke Evans co-ordinated a cross-party group of 121 MPs to sign a letter urging retailers to help consumers who want to support the nation’s farmers.

See also: FW Podcast Ep 174: Does Back British Farming day have impact?

In a letter to Dr Evans, Rami Baitieh, the recently appointed new chief executive of Morrisons, said: “We support the aims of your campaign and want to make it as easy as possible for customers to back Britain’s farmers and the high-quality foods they produce.

“As a longstanding supporter of British farming, we are delighted to make this change to our website and hopes that it leads to more British products in consumers’ baskets.”

The new section, which groups together key British lines, can be found via the “Shop Groceries” drop-down menu via the Morrisons homepage.

Dr Evans, Conservative MP for Bosworth, has also sent the letter to the chief executives of Aldi, Lidl, Tesco, Co-op, Sainsbury’s and Ocdao. He said he hoped other retailers would follow suit.

NFU president Minette Batters praised Morrisons for the move and urged more retailers to get on board.

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