UK | Morrisons has introduced a 25 percent discount for farmers in all its Cafés every Tuesday from the 3rd of December in a show of support for the nation’s growers and producers.
Tractor Tuesdays has aimed to bring farmers together and make the farming industry more visible to customers who shop in stores for the food they produce.
Morrisons introduced the initiative alongside Len’s Light, which has been dedicated to improving mental health support in farming.
It has encouraged connection and conversation among farmers who face many challenges, including unpredictable costs and weather conditions, and often work alone in remote rural locations.
“Introducing Tractor Tuesdays at all our Cafés is a meaningful way for us to show our continued support for British farmers, to encourage farmers to come together and share stories in good and more difficult times,” said Sophie Throup, Technical and Sustainability Director at Myton Food Group for Morrisons.
“The discount also allows farmers to make the most of our popular, quality food and drink in our Cafés for a fraction of the price and is a token of gratitude for all their hard work.”
Andy and Lynda Eadon, at Len’s Light, said their mission was to ensure that no one in the rural community felt isolated or alone.
“We aim to throw light on the mental health and suicide issues facing the rural community and break down the stigma around these in the farming community, but our focus is very much on positive mental health. Company, conversation and recognition are important to mental wellbeing and Tractor Tuesdays in Morrisons Cafés offer all of these. We hope they will bring lots of people together.”
While the discount is available every Tuesday in all Morrisons Cafés, in six stores across the country, the NFU representatives will be invited to encourage farmers to attend and to chat about the initiative with other farmers and customers.
From the new year, alumni from Harper Adams will also be involved in supporting the Tractor Tuesday events.
Morrisons is Britain farming’s biggest direct customer and has launched many initiatives to show its continued support for the industry and its workers.
These include being the first UK retailer to create a For Farmer’s range where product prices go directly to farmers and partnering with The School of Sustainable Food and Farming at Harper Adams to help farmers reach sustainability targets.
