Morrisons launches 25% café discount for British farmers
2nd December 2024
Morrisons has introduced a 25% discount for farmers in all its cafés every Tuesday from tomorrow, 3rd December. ‘Tractor Tuesdays’ aim to bring farmers together as well as make the farming industry more visible to customers shopping in stores for the food they produce, the retailer said.
On ‘Tractor Tuesdays’ all farmers will qualify for a quarter off all food and drink in Morrisons Cafés nationwide.
They simply need to present their County Parish Holding number, Young Farmers Card or NFU Membership to apply the discount across the popular selection of breakfasts, lunches, hot drinks and snacks. Morrisons also said that wellies and workwear are welcome.
Morrisons is working alongside Len’s Light to introduce the initiative. Len’s Light is dedicated to improving support for mental health in farming.
The campaigner encourages connection and conversation amongst farmers who face many challenges, including unpredictable costs and weather conditions and often work alone in remote rural locations.
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Campaign against rural isolation
Sophie Throup, technical and sustainability director at Myton Food Group for Morrisons, said: “Introducing ‘Tractor Tuesdays’ at all our cafés is a meaningful way for us to show our continued support for British farmers, to encourage farmers to come together and share stories in good and more difficult times.
“The discount also allows farmers to make the most of our popular, quality food and drink in our cafés for a fraction of the price and is a token of gratitude for all their hard work.”
Andy and Lynda Eadon, at Len’s Light, added: “Our mission is to ensure that no one in the rural community feels isolated or alone. We aim to throw light on the mental health and suicide issues facing the rural community and break down stigma around these in the farming community, but our focus is very much on positive mental health.
“Company, conversation and recognition are important to mental well-being, and ‘Tractor Tuesdays’ in Morrisons Cafés offer all of these. We hope they will bring lots of people together.”
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‘Tractor Tuesday’ meetings
Six Morrisons across the country will host meetings with the NFU representatives with the aim to promote the initiative. NFU colleagues will be in stores in Skipton in Yorkshire, Peterhead in Scotland, Hinckley in the Midlands, Carmarthen in South Wales, Ipswich in the South East and Plymstock in the South West on the first Tuesday of each month, starting on the 3rd December.
From the new year, alumni from Harper Adams will also be involved in supporting the ‘Tractor Tuesday’ events.
Morrisons confirmed that the retailer is British farming’s biggest direct customer and has launched many initiatives to show its continued support for the industry and its workers.
These include being the first UK retailer to create a For Famer’s range where the price of products goes directly to farmers and partnering with The School of Sustainable Food & Farming at Harper Adams to help farmers reach sustainability targets.
Find the nearest Morrisons Café here.
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