Morrisons launch ‘British’ section online after campaign backed by local MP

A campaign for a ‘Buy British’ section on supermarkets’ online stores supported by Devon’s Liberal Democrat MP Richard Foord has first major success as Morrisons launch ‘British’ section online.

In August 2023 Mr Foord, Member of Parliament for Tiverton & Honiton, joined with 120 other cross-Party MPs to sign an open letter calling on supermarkets to highlight the very best of British produce by implementing a ‘Buy British’ section online.

The letter stated ‘Our ask is simple, create a tab that collates produce from farmers,’ citing consumer choice, environmental benefits and support for farmers as reasons to make the change.

Now, Morrisons Chief Executive Rami Baitiéh confirm that “we have implemented a ‘British’ section to morrisons.com which enables customers to quickly navigate to British [produce]”. This includes homegrown meat, dairy, fish and vegetables.

This new section of the website, which groups together key British lines, can be found via the ‘Shop Groceries’ drop-down menu on the morrisons.com homepage, with Morrisons saying they “intend to continue developing this section of the website and highlight new lines as they come into season.” Food has been increasingly imported in recent years, which is unhelpful for local producers and bad for the environment.

In addition to the letter, over 27,000 people have signed a National Farmers Union (NFU) petition in support of a ‘Buy British’ section online and on Back British Farming Day, September 13th, the Government endorsed the campaign and called for industry-led action by supermarkets.

Commenting on the news, Richard Foord MP said:
“I applaud Morrisons for making this small but meaningful change to help customers know how they can buy British produce more easily. We know that Devon has some of the best farmers in the world, and it’s right that we showcase them.

“The reaction to this campaign has been overwhelmingly positive, with producers across the country supporting the call and consumers asking why supermarkets weren’t doing it already.

“The ball is now firmly in the courts of other supermarkets. I hope they will follow suit and implement the ‘Buy British’ section soon.  I look forward to seeing the new display at the Tiverton store in the coming weeks.”

Minette Batters, President of the National Farmers Union, said:

“It’s great to see Morrison’s launching a ‘British’ section online to signpost shoppers to British produce – something we have been asking retailers to commit to since 2016.

“We know from our own independent survey that 86% of the public want to buy more British food and this simple change with an online button will help shoppers just do that.

“I hope today’s news will pave the way for other supermarkets to follow suit.”