Morrisons has initiated a novel ‘British farm bus tour’ to connect consumers with the origins of their food.
- The tour provides a behind-the-scenes look into farm operations, promoting sustainable agriculture.
- The inaugural tour was conducted at Barrock End farms, showcasing cattle, sheep, and crop farming.
- Sophie Throup from Morrisons emphasises the transparency of food production through these tours.
- Morrisons aims for net zero farming by 2030 and collaborates with educational partners for sustainability initiatives.
Morrisons has embarked on an innovative approach to connect its consumers with the origins of their food by launching the ‘British farm bus tour’. This initiative aims to provide passengers with insight into the daily operations of farms and the sustainable practices employed by farmers.
The first of these tours recently took place at the 420-acre Barrock End farms, located in the North Pennines. This mixed cattle, sheep, and crop farm hosted participants, offering them a comprehensive view of contemporary farming techniques.
Sophie Throup, Technical and Sustainability Director at Morrisons, expressed her enthusiasm for the tours. She stated, “The Morrisons Farm Bus Tours will set off from stores to take the mystery out of where and how the grocer retailer’s food is produced.” This reflects Morrisons’ commitment to transparency in food sourcing.
By offering these tours, Morrisons intends to highlight the dedication and care put into producing the fresh produce, dairy, and meat available in its stores. The initiative aligns with the supermarket’s pledge to achieve net zero farming by 2030.
In a broader context, Morrisons is the exclusive retail partner for British Food Fortnight. The supermarket has also engaged with Harper Adams University’s School of Sustainable Food and Farming to create a Sustainable Farm Network, aiding nearly 2,500 suppliers and farmers in achieving sustainable farming practices.
This forward-thinking initiative by Morrisons not only supports sustainable practices but also fosters consumer awareness about food sourcing.
