Morrisons launches farm bus tours for its customers
26th September 2024
Morrisons is launching British farm bus tours, offering its customers a behind-the-scenes perspective of working farms and the chance to meet the makers of their food.
The first tour is taking place this week and will be hosted by Cumbrian farmer Paul Coates, who has been supplying beef to Morrisons for over ten years.
Passengers on the Morrisons Farm Bus Tours will have the chance to see the day-to-day operations of farms and learn more about sustainable agricultural practices, the retailer confirmed.
A company’s spokesperson said: “Morrisons is British farming’s biggest customer – supporting, growing and championing more farmers than any other supermarket, working directly with 2,500 farmers and growers all year round.”
Taking the mystery out
The first trip will be touring the 420-acre Barrock End mixed cattle, sheep and crops farm, which is on top of Barrack Fell in the North Pennines.
Mr Coates and his father Peter run the farm at Armathwaite, near Carlisle, where Morrisons has helped the family build their herd of 250 Beef Shorthorn cattle, a foraging, hardy and feed-efficient pedigree known for exceptional eating quality.
The Coates family farm also produces lamb from over 1,000 grazing sheep and arable crops, which complement each other to aid self-sufficiency.
Sophie Throup, technical and sustainability director at Myton Food Group for Morrisons, said: “The Morrisons Farm Bus Tours will set off from stores to take the mystery out of where and how Morrisons food is produced.
“We’re proud of our amazing farmers and want to show our customers the care that goes into producing the high-quality, fresh produce, dairy, and meat products that stock the shelves of Morrisons stores across the country.
“We are looking forward to hearing the feedback from our first bus trippers.”
Launched during British Food Fortnight
The first Morrisons Farm Bus Tour coincides with British Food Fortnight, which takes place between 20th September and 6th October.
Morrisons is the exclusive retail partner and is supporting the event in all its supermarkets and online with a celebration of the best of autumn’s British produce, meat and fish on its Market Street with great value prices and in store marketing displays.
READ MORE: British Food Fortnight: biggest celebration of British food starts today
Morrisons has pledged to become the first supermarket to be completely supplied by ‘zero emission’ British farms by 2030, five years ahead of the industry, and is working directly with its farmers to create affordable zero-emission produce, the retailer said.
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