Morrisons has initiated a pilot programme offering bus tours to farms, aiming to connect shoppers directly with food producers.
- These tours provide a unique glimpse into daily farm operations and sustainable practices.
- The first tour visited Barrock End Farms, showcasing cattle, sheep, and crops in the North Pennines.
- Morrisons is also the exclusive retail partner for British Food Fortnight, highlighting seasonal British produce.
- This initiative supports Morrisons’ goal to source exclusively from ‘zero emission’ British farms by 2030.
Morrisons has commenced an innovative programme termed the ‘British Farm Bus Tour’, designed to bridge the gap between consumers and the origins of their food. By allowing passengers to witness the day-to-day operations of farms, Morrisons offers an up-close understanding of sustainable agricultural methods. This initiative is part of their broader commitment to sustainability and transparency in food production.
The inaugural tour took enthusiasts to the 420-acre Barrock End Farms, a mixed operation focusing on cattle, sheep, and crops, situated in Barrack Fell, North Pennines. This setting provided an informative experience about the intricate processes of farming and livestock rearing. The initiative aims to demystify food production for consumers, enhancing their appreciation for agricultural endeavours.
Sophie Throup, Morrisons Myton Food Group’s technical and sustainability director, emphasised their pride in British farmers, stating, “We want to show our customers the care that goes into producing the high-quality, fresh produce, dairy, and meat products that stock the shelves of Morrisons stores across the country.”
Apart from educating shoppers, Morrisons has announced its exclusive partnership with British Food Fortnight. During this event, the supermarket showcased various seasonal products, emphasising the best of British meat, fish, and produce.
These efforts align with Morrisons’ strategic pledge to lead the industry towards sustainable practices. Their partnership with Harper Adams University’s School of Sustainable Food and Farming aims to support nearly 2,500 suppliers and farmers in achieving sustainable and net-zero farming by 2030.
Morrisons’ farm tour initiative represents a significant step in strengthening transparency in food sourcing and promoting sustainable farming.
