Supporting the People Behind the Produce

At Morrisons, we don’t just buy from British farmers; we work alongside them. With a 127-year relationship built on trust, we know the secret to great food is a resilient, sustainable, and supported farming community. As we look toward the future, our mission remains clear: Fair prices for growers, great prices for you.

Building a Resilient British Harvest

Farming is one of the most rewarding jobs in the world, but it’s also one of the toughest. Between unpredictable weather and fluctuating costs, our farmers face immense pressure. That’s why we go beyond simple buying and selling:

• Underwriting the Risk: For our potato growers, we have a shared farming agreement that underwrites 100% of the costs associated with growing their crops. This removes the gamble of the season, protecting them from peaks and troughs.

• Investing in Skills: We’ve invested over £750,000 in the Royal Countryside Fund’s Farm Resilience Programme, providing free business skills courses to family farms across the UK.

• Standing Together: We actively engage with the government on behalf of the industry, recently supporting the NFU’s ‘Stop the Family Farm Tax’ campaign to protect the long-term viability of British agriculture.

• Nurturing the Next Generation: Since 2019, the Morrisons Next Generation Farming Programme has prepared young farmers for life beyond the farm gate, offering insights into manufacturing and retail. From Autumn 2025, we’ve opened this programme to the entire industry, providing mentoring and practical support to over 100 future agricultural leaders.

• The For Farmers Range: Did you know that since its launch in 2015, our For Farmers range has raised over £29 million? Every time you pick up milk, eggs, or cheese from this range, you’re giving back directly to British growers.

To keep the conversation going, our Agriculture Directors Forum (launched December 2025) brings together key suppliers to align on innovation, sustainability, and the highest standards of animal welfare.

Sustainability Innovation from the Ground Up

We believe in a holistic approach to sustainability. For us, that means helping farmers build businesses that are both economically stable and environmentally positive.

• Cutting-Edge Research: We are currently working with Seaforest to use red seaweed to reduce methane emissions in beef cattle, a game-changer for the industry’s carbon footprint.

• The School of Sustainable Food & Farming: In partnership with Harper Adams University, we launched the UK’s first school dedicated to sustainable agriculture. This network now represents over 150,000 hectares of land, embedding new methods across the country.

• Opening Global Doors: Our partnership with Myton Food Group helped British farmers reach new markets abroad, with export sales growing to £19.5 million in 2025.

Putting Our Farmers First

We know that the hard work doesn't stop when the sun goes down. To support the well-being of the people who keep our nation fed, we’re proud to host Tractor Tuesdays in our Cafés. By offering a 25% discount to those in the agricultural sector, we hope to encourage a well-earned break and some community connection. It’s all part of our commitment to the farming family, which also includes a 5% discount on their weekly Morrisons shop, a small thank you for everything they do.

From the fields to our Market Street counters, we are committed to the people who produce our food. When you shop with us, you’re not just getting quality food, you’re supporting a 127-year legacy of British farming.