Morrisons to Launch British Farm Bus Tour

Morrisons has recently launched an innovative initiative, the "British Farm Bus" tours, which provide customers with an opportunity to visit working farms, meet the farmers, and gain a deeper understanding of where their food comes from. These bus tours, part of a broader effort by the supermarket to support British agriculture, take customers behind the scenes of farming operations, allowing them to observe sustainable practices and experience firsthand the high standards of care involved in food production.

Behind the Scenes at Barrack End Farm

The first tour was held at Barrack End Farm in Cumbria, a 420-acre farm managed by Paul Coates and his father Peter. This farm, located in the scenic North Pennines near Carlisle, is a long-time supplier to Morrisons and exemplifies the kind of responsible, high-quality farming the supermarket aims to highlight. The Coates family raises 250 Beef Shorthorn cattle, a hardy breed known for its efficient grazing and superior beef quality. In addition to cattle, the farm is home to over 1,000 sheep and grows various crops that contribute to the farm’s self-sufficiency. This combination of livestock and crops demonstrates the interdependence and sustainability of modern British farming, something that Morrisons is eager to share with its customers.

Connecting Consumers with Their Food

The tours are part of a larger movement within Morrisons to foster greater transparency and connection between consumers and the food they purchase. Sophie Throup, Technical and Sustainability Director at Myton Food Group, emphasised that the Farm Bus Tours are designed to "take the mystery out of where and how Morrisons food is produced." She also expressed pride in the care and effort that Morrisons' farmers put into their work, which results in the high-quality produce, meat, and dairy products found on Morrisons’ shelves. For customers, these tours provide a rare opportunity to witness the meticulous processes that go into cultivating and producing the food they eat​.

Promoting Sustainability in British Farming

One of the most compelling aspects of the tours is the focus on sustainability. As climate change and environmental impact become increasingly pressing concerns, Morrisons has positioned itself at the forefront of efforts to promote sustainable farming. The supermarket has committed to becoming the first retailer to be entirely supplied by zero-emission British farms by 2030, five years ahead of industry standards. This ambitious goal is part of a broader strategy that includes collaborations with organizations such as the National Farmers’ Union (NFU), Harper Adams University, and McDonald’s UK. Together, they have established the UK’s first School of Sustainable Food and Farming, which aims to teach farmers the latest sustainable techniques.

Promoting Sustainability in British Farming

During the first farm bus trip, customers like Rosie Fielder were impressed by the level of care taken in animal welfare and farm management. Fielder remarked that seeing the conditions in which the animals were kept was reassuring, and the tour provided a deeper understanding of the food production process. She praised the experience as a great learning opportunity and recommended it as a family-friendly activity. For many participants, the tour was a valuable reminder of the connection between agriculture and their daily lives, reinforcing the importance of supporting local, sustainable food production.

The timing of the bus tour's launch was also significant, coinciding with British Food Fortnight, an annual celebration of British produce. As the exclusive retail partner for the event, Morrisons used the opportunity to promote the best of autumn’s produce, meat, and fish. Throughout British Food Fortnight, customers visiting Morrisons stores were treated to promotions and special displays showcasing British farming at its best. The Farm Bus Tours extend this celebration by providing an immersive, hands-on experience for consumers, further strengthening the bond between farmers and shoppers.

A Timely Launch during British Food Fortnight

Morrisons' commitment to British farming doesn’t stop with bus tours. The company works directly with 2,500 farmers and growers, making it British farming's biggest customer. Over the years, Morrisons has played a crucial role in supporting the farming community, helping to bridge the gap between producers and consumers. With projects like the Farm Bus Tours and its long-term sustainability goals, the supermarket is setting an example for how large retailers can support both local agriculture and environmentally responsible practices.

Supporting British Farmers Year-Round

Overall, the Morrisons British Farm Bus is a thoughtful initiative that aligns with the growing consumer demand for transparency, sustainability, and local food sourcing. By offering these tours, Morrisons is not only strengthening its relationship with farmers but also fostering a more informed and engaged customer base. As shoppers gain a better understanding of where their food comes from, they are more likely to appreciate the work that goes into producing it and, in turn, make choices that support sustainable, high-quality farming.

A celebration of UK food

This year, after a series of successful virtual events, the Quality Food Awards returns to a live format, bringing together top brands, retailers, suppliers, and industry experts in a vibrant and engaging setting.

The 2024 event introduces a new hybrid format:

1. Networking Space: A lively standing reception with cocktails, canapés featuring products from shortlisted companies, and entertainment. This space is designed to foster connections and discussions.
2. Awards Space: A theatre-style awards presentation with informal seating. Categories will be awarded in segments, allowing attendees to focus on their specific sectors of interest.

Places are limited - book your spot here.

Sources:

1. Morrisons Corporate - "All aboard the British farming bus: Morrisons tours to take customers to meet the foodmakers", Morrisons Corporate
2. Farmers Guide - "Morrisons launches farm bus tours for its customers", Farmers Guide
3. FarmingUK - "Morrisons gives public chance to visit farms with new bus tours", Farming UK​