// Morrisons announces new measure to support farmers during the coronavirus pandemic
// This includes a 5% discount on shopping in Morrisons stores to thank them for feeding the nation
// Morrisons also opening steak and seafood bars to support struggling farmers and fishermen
Morrisons has announced new measures to say thank you to British farmers for their efforts in helping to feed the nation since the coronavirus pandemic gripped the country.
The Big 4 grocer is offering a five per cent discount on shopping for 2700 of its farmers when they buy their own groceries in-store to support them and their families.
Morrisons said eligible farmers will receive a discount card in the mail that can be used in stores from today.
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It added that the discount scheme for farmers will be reviewed on July 12.
Farmers eligible for the discount include livestock suppliers supplying lamb, beef and pork to Morrisons, dairy farmers with a Morrisons contract and fruit and veg growers supplying Morrisons directly.
The supermarket giant also said it would open a summer BBQ and Steak Bar as well a BBQ and Seafood Bar next week to help struggling British farmers and fishermen and to offer customers a wider range of fresh meat and fish.
The initiative is in response to falling customer demand and industry prices for certain foods since the lockdown started – as one third was destined for the restaurant and catering trade which has closed.
As a result, meat and fish producers have been unable to sell certain products – including high-quality steaks, joints, whole fish and shellfish – that might have been destined for the restaurant trade.
Morrisons said the steak and seafood bars would offer a wider selection of steaks, joints, and seafood.
“This is a difficult time for the nation and it’s a very difficult time for farmers and fishermen,” Morrisons chief executive David Potts said.
“We’re the biggest supermarket customer for British farmers and they continue to provide very good quality British food in the face of very real challenges.
“We want to show our thanks for all their work in feeding the nation and encourage our customers to buy British food.”