Morrisons has announced the launch of its ‘British farm bus tour’ trial.
The tours will offer customers a behind-the-scenes perspective of working farms and the chance to meet the makers of their food.
Passengers will see the day-to-day operations of farms and learn more about sustainable agricultural practices.
“The Morrisons Farm Bus Tours will set off from stores to take the mystery out of where and how Morrisons food is produced,” said Sophie Throup, technical and sustainability director at Myton Food Group for Morrisons. “We’re proud of our amazing farmers and want to show our customers the care that goes into producing the high-quality, fresh produce, dairy, and meat products that stock the shelves of Morrisons stores across the country.”
The first trip took place this week, hosted by Cumbrian farmer Paul Coates, who has been supplying beef to Morrisons for over 10 years.
The tour went around the 420-acre Barrock End mixed cattle, sheep and crops farm, which is on top of Barrack Fell in the North Pennines.
The Coates family farm has a herd of 250 Beef Shorthorn cattle, 1,000 grazing sheep and arable crops which complement each other to aid self-sufficiency.
“Getting to see where Morrisons produce comes from as well as the different animals and how they are kept was a great learning experience,” said Rosie Fielder, a customer who attended the first trip. “It was clear to see that the cattle have a good, happy life, and I would recommend more customers visit their local farms to get a better understanding of the journey of food from farm to plate.”
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