For the next two weeks, Morrisons is investing in extra loyalty card points and discounts to customers who choose to buy British – including products that customers may mistakenly believe are made overseas.
During British Food Fortnight, customers will be given extra loyalty card points for purchasing products like British Somerset Brie and Cornish Camembert.
Cod caught in the North Sea rather than Norway will also be discounted.
Morrisons will also be giving extra points on products that customers may think are produced overseas but in fact are made in Britain. Sugar made from sugar beet grown in East Anglia, and beansprouts grown in Worsley, near Manchester, will all have extra points.
As will Greek Style Yoghurt produced in Cumbria rather than Crete and Focaccia baked by Morrisons own bakers daily.
In all more than 1,400 British and local products will have extra rewards applied to them in Morrisons stores.
Morrisons group customer director Andy Atkinson said: “Customers tell us that they want more homegrown food and we are listening. We are already the biggest supermarket customer for British farmers and these extra rewards will give customers an extra reason to buy British, reduce food miles and support local foodmakers.”
Union Jack flagged signage will call out areas in store that are British. British products will be sold together so they are more identifiable in the fruit & veg section and fishmonger. Morrisons has already made a commitment earlier this year to only sell British fresh meat.
A report for Morrisons earlier this by Professor Tim Benton, from the University of Leeds, said that only half (52%) of food eaten in the UK comes from our own farmers; that it makes sense for the UK to be more self-reliant and that more UK shoppers (67%) would prefer to buy British.
Examples of products that will get extra loyalty card points include:
- Morrisons Focaccia (made in-store)
- Morrisons British Somerset Brie
- Trevarrian cornish Camembert
- Silver Spoon Granulated Sugar
- Morrisons Beansprouts
- Morrisons Greek Style Yogurt
- Morrisons British apples – 5 pack
- Country Life British Salted Butter
- Morrisons Plain Naan Breads (made in British bakeries)
Examples of British discounts include:
- British sardines (Was £3.07-per kilo now £2.47)
- Traditional Wensleydale (Was £8.00-a-kilo now £7.00)
- British Lamb leg (Was £10.55 now £7.00)
- British cod (Was £13.97 now £12.00)
The extra incentive to buy British will run from 25 September to 8 October.