Morrisons is introducing a 25% discount in all its cafés every Tuesday from 3 December in a bid to support growers and producers in the UK.

The supermarket giant said the ‘Tractor Tuesdays’ initiative aims to bring farmers together as well as make the farming industry more visible to customers shopping in stores for the food they produce.

Every Tuesday, all farmers will qualify for a quarter off all food and drink in its cafés nationwide by presenting their County Parish Holding number, Young Farmers Card or National Farmers Union (NFU) Membership to apply the discount across breakfasts, lunches, hot drinks and snacks.

Morrisons technical and sustainability director at Myton Food Group Sophie Throup said: “Introducing Tractor Tuesdays at all our cafés is a meaningful way for us to show our continued support for British farmers, to encourage farmers to come together and share stories in good and more difficult times.

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“The discount also allows farmers to make the most of our popular, quality food and drink in our cafés for a fraction of the price and is a token of gratitude for all their hard work.”

Morrisons is working alongside Len’s Light, an organisation dedicated to improving support for mental health in farming, to introduce the initiative.

Len’s Light’s Andy and Lynda Eadon added: “Our mission is to ensure that no one in the rural community feels isolated or alone. We aim to throw light on the mental health and suicide issues facing the rural community and break down stigma around these in the farming community but our focus is very much on positive mental health.

“Company, conversation and recognition are important to mental wellbeing and Tractor Tuesdays in Morrisons Cafés offer all of these. We hope they will bring lots of people together.”

While the discount is available every Tuesday in all Morrisons cafés, in six stores across the country, the NFU representatives will be invited to encourage farmers to attend and to chat about the initiative to other farmers and customers.

NFU colleagues will be in stores in Skipton in Yorkshire, Peterhead in Scotland, Hinckley in the Midlands, Carmarthen in South Wales, Ipswich in the South East and Plymstock in the South West on the first Tuesday of each month from 3 December. From the new year, alumni from Harper Adams will also be involved in supporting the ‘Tractor Tuesday’ events.

It comes as earlier this month, Morrisons unveiled plans to commit £1.4bn to British farming in 2025 as it brought forward support planned for December by offering a 5% discount for farmers to use in stores and online.