A campaign for a ‘Buy British’ section in supermarkets’ online stores supported by Theresa Villiers, MP for Barnet, has had its first major success as Morrisons launch a British button in their website.
In August, Ms Villiers, former Secretary of State for the Environment Food and Rural Affairs, was one of 120 MPs from different parties who signed an open letter calling on supermarkets to highlight the best of British produce by introducing a "Buy British" section in their online stores.
Now, Morrisons Chief Executive Rami Baitiéh has written to Dr Luke Evans MP (who wrote the letter and gathered support for it amongst MPs) to “confirm that we have implemented a ‘British’ section to morrisons.com which enables customers to quickly navigate to British [produce]” such as meat, fish, vegetables and dairy products.
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 and customer focus.”
Since writing the open letter over 27,000 people have signed a National Farmers Union (NFU) petition in support of a ‘Buy British’ section online. On Back British Farming Day, September 13th, the Government endorsed the campaign and called for industry-led action by supermarkets.
Theresa Villiers said "It is great that the campaign for a "Buy British" section on supermarket websites has had its first success. I welcome the action Morrison's have taken. We grow some of the finest food in the world here in the UK, produced to the highest environmental and animal welfare standards. Making it easier for consumers to find and choose British produce will boost our farmers. I am pleased to have had the opportunity to support this campaign. I hope other grocery retailers follow the lead set by Morrison's."
Dr Luke Evans MP said “I’m delighted that Morrisons have implemented a ‘British’ section on their online store. I’m so pleased to see Morrisons step up and make this small but meaningful change. The ball is now firmly in the other supermarkets court, let's see what they do.
“The aim for the ‘Buy British’ section was simple – to make it easier for consumers to buy homegrown produce and support our nation’s farmers. Morrisons have rightly recognised the importance of supporting our food growers and producers by putting the new ‘British’ section at the top of their webpage.”
Steve Barclay, Secretary of State for Environment, Farming and Rural Affairs, said “Our farmers produce simply the best food in the world and it’s great for shoppers to have clear information about the choice to buy British and opt for high quality and exemplary animal welfare standards.
"Supermarkets do a huge amount to promote great British food and it is good news they are now finding innovative ways to make it easier to pick British and to back our farmers.”
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. I’d like to thank Dr Luke Evans MP for his tremendous support in helping to achieve it.
“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.”
