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​Morrisons Takes the Lead with 'Buy British' Tab on Website

​Morrisons Takes the Lead with 'Buy British' Tab on Website

Posted by Emily on 6th Dec 2023

In a pioneering move, Morrisons, the UK's fifth-largest retailer, has introduced a 'buy British' feature on its website. This development positions Morrisons as the first major supermarket to respond to demands from MPs and the agricultural sector for clearer identification of British products in online shopping platforms.

Morrisons, Merrion Centre, Leeds (18th December 2022) Mtaylor848, CC BY-SA 4.0, via Wikimedia Commons

This innovative tab simplifies the process for consumers to locate and purchase British food items. The implementation of this feature is a direct response to an open letter, supported by 121 cross-party MPs, advocating for a dedicated filter to highlight UK-grown products. This initiative reflects an ongoing request by the National Farmers Union (NFU) since 2016.

Rami Baitiéh, Morrisons' CEO, communicated this update in a letter to Dr. Luke Evans, a Conservative MP and the initiator of the MPs' letter. Baitiéh expressed his satisfaction with Morrisons' proactive step and anticipated reactions from other supermarkets.

Minette Batters, President of the NFU, welcomed Morrisons' decision, expressing optimism that other supermarkets will adopt similar measures. She highlighted that an independent survey revealed a strong public preference for British food, which is often challenging to identify. The new feature on Morrisons' website aims to alleviate this difficulty.

The MPs' letter, receiving bipartisan support, emphasised the significance of this small yet impactful change. It pointed out the multifaceted benefits: providing consumers with more control over their food choices, promoting seasonal consumption, and recognising the vital role of British farmers in national food security, local economies, and environmental conservation.

While most major supermarkets have yet to incorporate a comprehensive 'buy British' option, some like Sainsbury's, Waitrose, and Ocado have made strides by featuring British products in specific categories like seasonal produce, meat, fish, and a dedicated 'Best of British' page.

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