Sunday, March 3, 2024

First supermarket signs up to put ‘buy British’ tab on its web site

Morrisons has become the first major retailer to respond to the call for supermarkets to back the nation’s farmers by adding ‘buy British’ tabs to their websites.

Following years of NFU campaigning, Morrisons has taken up the call to back Britain’s farmers by allowing shoppers to be able to identify British food more easily when doing their online food shop.

The move follows an open letter written by Conservative MP Dr Luke Evans to the chief execs of eight major supermarkets asking for a filter which would direct shoppers to homegrown food to help boost the economy and cut the UK’s carbon footprint. The letter was was co-signed by 121 cross-party MPs, and echoed a long-standing NFU ask dating back to 2016.

Morrisons Chief Executive Rami Baitiéh has written to Dr Evans to confirm the company has implemented a ‘British’ section to which enables customers to quickly navigate to British produce including meat, fish, vegetables and dairy products.

Dr Evans said: “I’m so pleased to see Morrisons step up and make this small but meaningful change. The ball is now firmly in the other supermarkets court, let’s see what they do.”

NFU President Minette Batters said that she hopes the news would pave the way for other supermarkets to follow suit.


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