Morrisons steps up to support for British pig farmers
22nd Feb 2021 / By Alistair Driver
Morrisons has responded to concerns over the problems facing the pig sector by slashing prices on all its pork to help boost sales.
NPA chief executive Zoe Davies welcomed Morrisons' support, which followed directly from the Defra-hosted roundtable, organised by NPA earlier this month, during which organisations from across the supply chain discussed how to sell more British pork on the domestic market.
Morrisons is slashing pork prices for 10 weeks from today, February 22, with the intention of boosting demand and helping out farmers, who have been hit by a 'perfect storm' of COVID-19 problems in pork plants, prompting bans on Chinese exports in some cases, alongside Brexit export delays and falling prices alongside rising costs.
The prices of all of Morrisons British pork products will be cut. For example, a pork shoulder – normally costing £4.20/lg– will cost just £2; a pork loin – normally costing £6/kg – will cost just £4; and a pork tenderloin – normally costing £7.50/kg – will cost just £6. The majority of Morrisons The Best Sausages and Bacon will also be on offer at 2 for just £4, and all of Morrisons British gammon will be cut by one third to just 90p per 100g.
Morrisons is also offering bacon or sausage sandwiches and a hot drink to take away from their cafes for only £3. Customers can pre-order their take away for pickup by calling 0330 808 9733.
Sophie Throup, Head of Agriculture at Morrisons, said: “Britain produces some of the finest pig breeds and pork products in the world. But pig farmers are currently facing difficult times.
"We’re British farming’s biggest supermarket customer and feel it’s our duty to help. So we’re introducing knockout deals across our store – and hope this will encourage our customers to help farmers by buying more pork.”
Morrisons pork recipes can be found HERE
Zoe said: "A big well done to Morrisons for being the first of the big retailers to step up and take some proactive, positive action to help the British pig industry.
"One thing that came out of our industry roundtable was a clear desire to sell more Britisg pork products on the domestic market - and this is a great start."
"There is more to do and the spotlight remains fully on the sector. Ministers have said they would be fully prepared to hold another meeting with the supply chain should this become necessary."