Love British Food heaped praise on its new “exclusive” supermarket partner, saying “we are over the moon to be working with Morrisons.”
Likewise, the retail chain shared similar sentiments after acquiring the rights to use the Love British Food branding both in store, online and on its own-label products. As shoppers continue to look for local in produce shoppers, this deal is a game changer for both parties.
“We’re incredibly proud of our British food heritage and delighted to be partnering with Love British Food for the next three years,” Sam Stott, Senior Customer Planning Manager for Morrisons, said. “Customers continue to tell us that shopping somewhere that supports British farmers is really important to them and while we showcase our British food all year round, we are looking forward to really celebrating and shouting about it during British Food Fortnight.”
That fortnight runs from 20th September to 6th October.
Morrisons already began talking up using “the best of autumn’s British produce, meat and fish on Market Street with great value prices and in store marketing displays.” Morrisons also said it plans to work with community champions in its supermarkets to promote Love British Food backed items.
Morrisons’ penchant to keep local front of mind in stores was key in the decision from Love British Food.
“They do more than many to fly the flag for British food and farming making them the perfect partner for Love British Food,” said Alexia Robinson, Founder and Director of Love British Food. “They were one of the first supermarkets to announce a ‘Buy British’ button. They are one of the largest fresh food manufacturers in the UK, with unparalleled traceability of their fresh meat, fish and eggs; and they make more fresh food in store than any other supermarket.”
