Morrisons celebrated British Bounty Day in its stores last week as the day when it had the most British produce in stores across the country.
On 25 August, Morrisons had 146 different lines of British produce including 22 of potatoes, 17 of mushrooms and seven different cabbage varieties.
The retailer pitched the day at consumer press based on information from its supply chain as to when the summer peak of the British salads, stonefruit, soft fruit and vegetable seasons were likely to be taking into account 2011’s weather conditions.
According to Morrison’s research over a third of people said buying British this year is a more important choice than when food shopping five years ago.
Louise Welsh, Morrisons head of agriculture said: “As buying British becomes increasingly important to shoppers we’ve increased our volumes of British seasonal fresh foods. The final week of August proves to be the best time to eat our very own, nationally sourced, fresh seasonal fruit and vegetables. This includes non-traditional British produce which shoppers wouldn’t expect to be grown in the UK, like Morrisons chilies from Worcestershire and courgettes from Cornwall and Lincolnshire.”
