Morrisons is British farming’s single biggest direct customer. Credit: Love British Food / Morrisons.

UK grocery retailer Morrisons has announced an exclusive three-year partnership with Love British Food, a national organisation that promotes British-grown and produced food.

The collaboration will be showcased during British Food Fortnight from 20 September to 6 October 2024. Morrisons will join the celebrations in Market Street, Bradford, with in-store marketing displays of produce, meat and fish.

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Morrisons staff will give rewards to local communities and groups that focus on increasing access to fresh, seasonal British food.

The news comes as Morrisons celebrates 125 years since its founder William Morrison founded the business with a market stall in Bradford.

Morrisons states that it is proud to be British farming’s single biggest direct customer. The retailer recently announced a partnership with the Institute for Agriculture and Horticulture, aimed at accelerating the UK farming industry’s journey towards net zero.

Morrisons senior customer planning manager Sam Stott commented: “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 celebrating and shouting about it during British Food Fortnight.”

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Love British Food founder and director Alexia Robinson added: “Morrisons was 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.”