Morrisons announces new Category Director for meat


The big four supermarket Morrisons, has announced its recent appointment of Tom Richardson as Category Director for meat.

Richardson will be returning to his East Yorkshire origins from Coles, Australia‘s second largest supermarket group where he held the same position of Meat Category Manager for three years. Prior to this, he spent 10 years at Waitrose in a variety of roles, most recently as Senior Meat Buyer and Agricultural Manager. This experience leaves Richardson largely suited to the role at Morrisons.

Unlike its competitors, all beef, lamb, pork and poultry within the Morrisons brand is 100% British all year round. It is the only supermarket to have its own livestock buyers who have close relationships with farmers. Additionally, the retailer also has over 2,000 craft trained butchers in stores across the country.

The grocer‘s fresh meat market share is currently 12.1%, compared to an overall market share of 10.2%. 

Richardson will join the supermarket giant this summer where he will be responsible for the growth of the Morrisons fresh meat sector, as well as sourcing and new product development.

David Potts, CEO of Morrisons said: “We‘re really pleased that Tom is returning to his home county of Yorkshire.  He will play an important role in improving our fresh meat offering, making it even better for customers who rightly expect the best quality at keen prices.”

Talya Misiri