Retailer stresses it remains committed to protecting farmgate prices
As the trend accelerates for supermarkets to offer seasonal vegetables around national events at giveaway prices, Morrisons has placed a new flag in the ground.
The supermarket is offering a range of British seasonal veg, from spring carrots to roast potatoes, for as little as 4p from 30 March to 5 April.
Carrots (4p for 1kg), parsnips (4p for 500g), whole swede (4p), and The Best British White All Rounder Potatoes (£1 for 2kg) are all on special offer during the week.
Morrisons stressed that it is “dedicated to protecting farmgate prices while reducing the cost for customers”, and said its commitment to value ran alongside a “dedication to quality, fairness and strong partnerships with British farmers and suppliers”.
Fraser Lovatt, Market Street director at Morrisons, said: “Easter celebrations aren’t complete without a spread of classic seasonal veg. By lowering the price of staples like carrots, parsnips, swede and potatoes, we’re helping customers put together the perfect Sunday roast without stretching their budget or compromising on quality.
”These cuts are part of our ongoing commitment to deliver fresh food, great value and extra support at key seasonal moments when food matters most at home.”
Northamptonshire veg grower and Morrisons supplier Jon Hammond said: “Morrisons’ focus on fresh British vegetables helps keep our produce front of mind and a first choice for families. As a British farmer, it’s encouraging to see a major retailer champion and invest in British fresh produce and we are proud to play our part by ensuring supply of quality vegetables that end up on consumers’ plates every day.
”Highlighting the very best of British produce inspires customers to buy British time and time again.”
