Morrisons helps struggling pig farmers
Morrisons is supporting struggling pig farmers by reducing the price customers pay for pork and increasing the amount of meat it prepares.
The measures are aimed at helping alleviate the current pressures faced by the farmers.
Throughout November, price cuts are being applied to seasonal cuts of pork such as joints, chops, bellies and steaks in the supermarket’s Market Street Counters to encourage customers buy more pork products.
Morrisons said it understands the problems faced by pig farmers as it is both a retailer and producer of meat. In recent weeks, it has changed its meat cuts due stock growing larger on farms before reaching its meat preparation sites. It has also invested in automating its sites and is adopting new ways of working to enable it to take up to 3,000 more animals per week.
During the month, Morrisons meat sites will also be supporting the wider pig industry by supplying additional pork for sale outside of Morrisons. This meat will either be exported outside of the UK or sold domestically to smaller butchers as whole carcasses.
Sophie Throup, head of agriculture at Morrisons, said: “The British pig industry is struggling at the moment. As a meat producer as well as a retailer we believe we are well placed to help. We will therefore be offering our customers great deals on pork throughout the month, as well as trying to help the whole industry to prepare more meat.”