Morrisons’ For Farmers produce range hits £20m mark

A Morrisons range set up to support farmers and the countryside by asking shoppers to pay more has raised £20m.

Morrisons first launched its For Farmers range in 2015. The supermarket said today it had led to a major investment in biodiversity and improvements to animal welfare, in a period when British farmers had faced huge financial uncertainty due to Brexit and the pandemic.

Milk for Farmers was the first product in the range – at 10p per litre more than Morrisons’ own-label standard milk – with the full difference passed on to its dairy farmers. It now includes Cheese for Farmers, Cream for Farmers and Eggs for Farmers, which all also give customers the opportunity to pay more to support farmers directly.

“Our farmers continue to face some uncertainty due to the impact of Brexit and the pandemic,” said Sophie Throup, Morrisons head of agriculture. “So we are pleased to have passed on £20m from our For Farmers range to help fund initiatives which may otherwise have suffered from under-investment.

“It’s great to see many customers want to pay more to support British farmers – and want to buy dairy products from cows that have been let out to graze and eggs from free-range hens who can roam in enriched woodland and grassland areas.”