Morrisons ploughs ahead with farming push

Morrisons is ramping up marketing activity for its “Keep Britain Farming” CSR initiative to back its pledge to keep fresh British produce at the heart of its expansion plans.

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For the first time, Morrisons will be applying its own branding to a farming conference, designed to discuss farming issues and best practice and also to help build relationships with the UK’s farmers.

The supermarket runs several similar events with farmers each year as part of its farming programme, which focuses on driving efficiency, encouraging supply chain dialogue and further investment in applied farm research.

Morrisons bought the Dumfries House Farm in Scotland last year as part of its research drive and has pledged a £2m investment in the plot over the next five years in order to make it profitable. At launch, Prince Charles said he would offer his support to reviving the once neglected farmland.

In Dalton Philips’ statement on corporate responsibility on the Morrisons website, he says: “We’ve worked even harder on being a leading supporter of British farming. In addition to our commitment to fresh British meat, milk and produce the Morrisons Farming Programme is now delivering tangible results; supporting the industry by sharing best practice and helping to develop products that our customers can enjoy.”

Morrisons claims it is the second largest fresh food producer in the UK and buys all of its fresh meat from the UK and half of its total fresh foods.

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