Supermarket is also working with Len’s Light to encourage farmers to socialise
Morrisons is offering a 25 per cent discount for farmers in all its cafés every Tuesday in a show of support for the nation’s growers and producers.
‘Tractor Tuesdays’, which kicks off this week, aims to bring farmers together with each other as well as make the farming industry more visible to customers shopping in stores for the food they produce.
On ‘Tractor Tuesdays’ all farmers will qualify for a quarter off all food and drink in Morrisons Cafés nationwide. To qualify they need to present their County Parish Holding number, Young Farmers Card, or NFU Membership to apply the discount.
The initiative is a collaboration between Morrisons and Len’s Light, which is dedicated to improving support for mental health in farming. Len’s Light encourages connection and conversation among farmers who face many challenges including unpredictable costs and weather conditions and often work alone in remote rural locations.
Engaging with farmers and shoppers
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 members 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, starting on 3 December. From the new year, alumni from Harper Adams will also be involved in supporting the ‘Tractor Tuesday’ events.
Sophie Throup, technical and sustainability director at Myton Food Group for Morrisons, 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. 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.”
