Morrisons has become the first supermarket giant to introduce a ‘Buy British’ section online in a bid to encourage shoppers to “back farmers and British produce”.
The UK supermarket giant’s new dedicated ‘British’ category will include a selection of products from the UK’s farming sector, such as dairy, meat and seasonable vegetables and fruits, The Farmers Guardian reported.
Morrisons chief executive Rami Baitieh, who joined the retailer last month, said: “We support the aims of the campaign and want to make it as easy as possible for customers to back Britain’s farmers and the high quality food they produce.
“I am pleased to confirm we have implemented a ‘British’ section to morrisons.com which enables customers to quickly navigate to British meat, fish, fruit, vegetables and dairy products including milk, cream, butter, cheese and eggs.”
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The section, which groups together key British lines, can be found via the ‘shop groceries’ drop down menu on the morrisons.com homepage.
Baitieh added: “We intend to continue developing this section of the website and to highlight new lines as they come into season and customer focus.
“As a longstanding supporter of British farming, we are delighted to make this change to our website and hope it leads to more British products in customers’ baskets.”
The ‘Buy British’ section launch follows a petition signed by a cross-party group of 121 MPs, urging retailers to make it easier for consumers to support British farmers.
It comes as the Riverford Organic-backed campaign ‘Get Fair About Farming’ reaching 100,000 signatures, which means it will be debated in parliament.
