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Morrisons makes pledge against fake farm brands

Morrisons has unveiled plans to not sell fake farm brands as it looks to increase its focus on authentic British food from UK farmers.

FOOD & DRINK

Morrisons makes pledge against fake farm brands

Morrisons has unveiled plans to not sell fake farm brands as it looks to increase its focus on authentic British food from UK farmers.

The supermarket says that more than 70% of the food it is selling this week in-store will be British which is the highest share it reaches during the year due a peak in seasonality.

As a result, Morrisons is introducing the opportunity for customers to ‘Meet the Real Farmer’ in its stores who will explain the benefits of homegrown food and demonstrate the authenticity of Morrisons’ British food offering. The in-store activity will take place on 10 August to mark Farm24, a day of action for farmers to explain the effort that goes into producing food.

To give further assurance to customers that much of its fresh food is coming from real British farms, Morrisons is also committing to not stocking fake farm own-brand products. The supermarket explained that some brands can give an impression that food comes from a British farm, market or town when it may in fact be imported from overseas.

Joe Mannion head of British Livestock at Morrisons, said: “Real farmers have an important role to play in explaining to customers how important real British food is, and how customers can tell whether food is from the UK or not. Supermarket customers are sometimes presented with misleading images of farmers on their food and we believe that by meeting our real farmers, customers will see and value that we know where our food comes from.”

Last month, Morrisons pledged to only sell fresh meat produced from British farms. It has also recently recruited more than 200 new local suppliers from across England, Scotland and Wales as part of its Nation’s Local Foodmakers initiative.

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