Morrisons has won the QV Fresh Approach-sponsored Multiple Retailer of the Year award. Morrisons wins this accolade for the second time, having again underpinned its commitment to the fresh produce sector in the last 12 months. Runners up included Aldi and Booths.
The Bradford based chain proudly boasts that 70 per cent of its suppliers of more than 590 fresh produce lines have worked with it for 10 years or more.
It is also the only UK supermarket chain that can claim full vertical integration, controlling every stage of the fresh food manufacturing process.
A lean supply chain is seen as key to maintaining a value-added offer for consumers and Morrisons successful Eat Fresh pay less offer gives customers a regular choice of six selected lines for just 30p each, to encourage healthier eating.
Unusually, most of the members of Morrisons fresh produce buying team have agricultural and/or horticultural qualifications, reflecting the company’s roots as well as its continued commitment to excellence in one of its flagship departments.
Jane Speakman, Morrisons fresh food trading director said: “We are extremely proud to win this award, especially for the second time. Fresh produce is an extremely important part of our Market Street concept and as such we invest a lot of time and effort ensuring it’s what our customers want, this award is fantastic recognition for us.”
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