Morrisons opens aisles to British entrepreneurs

Morrisons opens aisles to British entrepreneurs
Morrisons CEO David Potts at the supermarket's Thornbury store as it announces an accelerator programme to back British business.
// Morrisons calls on entrepreneurs to apply to Growing British Brands scheme for chance to reach mainstream audience
// The scheme aims to back entrepreneurs & find innovative products in food, drink, beauty and homeware
// The scheme will provide a place on shelves in all 497 Morrisons stores as well as on

Morrisons has launched a scheme that provides an opportunity for British entrepreneurs to take their innovative grocery products on a fast-tracked route to a national market.

Known as the Growing British Brands programme, the Big 4 grocer said successful applicants would have the chance to sell their products in all 497 Morrisons stores as well as listings in other parts of the business, including, Food Boxes and wholesale channels like Amazon.

Morrisons said it would also offer promotional plans and “favourable” payment terms to help these businesses scale up.


To support these emerging businesses, Morrisons has assembled a team of experts to find brands with innovative products that need a helping hand and a place in their aisles.

The team will offer successful applicants to the programme advice and support covering every aspect of retailing, from production to packaging and marketing and logistics.

Entrepreneurs with products ranging from food and drink to beauty and homewares are being encouraged to apply to the Growing British Brands programme.

The scheme follows a response to a recent call to arms from Morrisons chief executive David Potts, who encouraged British entrepreneurs with the next big thing to get in touch.

“There are thousands of people with great ideas, but getting them to market at scale is often a long, risky and complicated process,” he said.

“Morrisons started with just one shop over 100 years ago and is now one of Britain’s biggest retailers.

“We know and understand the entrepreneurial spirit and want to play our full part in helping the next generation of British brands quickly reach national distribution.

“For too long, small businesses have lacked the opportunity and perhaps confidence to scale up a great idea capable of supplying hundreds of stores at serious volumes.

“We hope that this programme can provide the support, guidance and confidence for great brands with great products to lift their horizons, to think big and to reach new customers all around Great Britain.”

Morrisons launched its Local Foodmakers programme in 2017, and has since launched over 1300 products from local foodmakers, growers and producers.

The new Growing British Brands programme aims to uncover those suppliers who have the ability to be stocked in stores nationwide.

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