Morrisons has announced a 25% discount for farmers in all cafés every Tuesday from this week, in what it said was a show of support for the nation’s growers and producers.
The ‘Tractor Tuesdays’ deal aims to bring farmers together and make the farming industry more visible to customers shopping in stores.
All farmers will qualify for a quarter off all food and drink in Morrisons cafés nationwide if they present their county parish holding number, Young Farmers card, or NFU membership.
It is working with the charity Len’s Light, which aims to improve support for mental health in farming, on the scheme.
While the discount is available every Tuesday, in six stores across the country NFU representatives will also be invited to encourage farmers to attend and chat about the initiative to other farmers and customers.
They will be in stores in Skipton in Yorkshire, Peterhead in Scotland, Hinckley in the Midlands, Carmarthen in south Wales, Ipswich in East Anglia and Plymstock in the south west on the first Tuesday of each month, starting on 3 December.
“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, from Len’s Light, added: “Our mission is to ensure that no one in the rural community feels isolated or alone. We aim to throw light on the mental health and suicide issues facing the the rural community and break down 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.”
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