Morrisons’ corporate affairs director Chris Blundell addressed a group of dairy farmers, and was placed under pressure to adopt the approach.
Waitrose sources its milk through Dairy Crest from a dedicated pool of farmers paid a premium in return for higher production standards. Blundell said the ongoing ramifications of the Safeway takeover meant that Morrisons could not adopt a similar scheme just now.
He said: “It was the biggest retail acquisition there has ever been and there is a lot going on. We