Three-year deal sees supermarket prominently promoting British Food Fortnight
Morrisons will become the exclusive retail partner of Love British Food with use of all associated branding in store, online and on own-label products.
Throughout British Food Fortnight, which runs this year from 20 September to 6 October, Morrisons says it will be celebrating “the best of autumn’s British produce, meat and fish on Market Street with great value prices and in store marketing displays”.
In addition, community champions based in all Morrisons supermarkets will be rewarding local groups who focus on increasing access to fresh, seasonal British food.
Sam Stott, senior customer planning manager for Morrisons, said: “We’re incredibly proud of our British food heritage and delighted to be partnering with Love British Food for the next three years.
“Customers continue to tell us that shopping somewhere that supports British farmers is really important to them and while we showcase our British food all year round, we are looking forward to really celebrating and shouting about it during British Food Fortnight.”
Alexia Robinson, founder and director of Love British Food, said: “We are over the moon to be working with Morrisons. They do more than many to fly the flag for British food and farming, making them the perfect partner for Love British Food.
“They were one of the first supermarkets to announce a ‘Buy British’ button. They are one of the largest fresh food manufacturers in the UK, with unparalleled traceability of their fresh meat, fish and eggs; and they make more fresh food in store than any other supermarket.
“What is particularly exciting is their network of 500 community champions, with one in every supermarket. Working with them will help Love British Food expand the reach of its activities in communities. The focus of this year’s British Food Fortnight is making good food available for all and Morrisons shares our passion for making this a reality.”
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