Morrisons is strengthening its position as the largest direct retail customer for British agriculture, announcing a commitment of over £1,6 billion to support agri-food production in 2026. The investment will benefit more than 2.500 farmers across the fruit and vegetables, meat, fish, dairy, and eggs sectors, through multi-year supply agreements that provide financial stability and visibility at a time of severe cost pressure.
The decision builds on a 127-year relationship between the brand and British farming, with a partnership model based on multi-year contracts and conditions governed by the Groceries Supply Code of Practice (GSCOP), in the name of transparency and commercial fairness. Among the most significant initiatives is the shared agreement for potato producers, which covers 100% of cultivation costs, mitigating risks related to climate and seasonal volatility.
Amid uncertainty over agricultural incomes and debate over the future of family farms, Morrisons has reaffirmed its commitment to engaging with trade associations and the government to strengthen the economic and productive sustainability of the primary sector. "Now more than ever, with agriculture under pressure, we stand alongside British producers, ensuring financial stability and concrete support," said Rami Baitiéh, Chief Executive Officer of Morrisons, emphasizing how the investment aims to strengthen the quality of its offering and the security of supply.
The government also welcomed the initiative. Dame Angela Eagle, Farming Minister, highlighted the brand's historic role in supporting domestic production and the transition to more sustainable models. Alongside its direct financial commitment, Morrisons has developed a comprehensive package of supply chain initiatives. The Morrisons Agriculture Directors Forum, launched in December 2025, brings together agricultural leaders from major suppliers to align strategies on innovation, animal welfare, and long-term resilience.
The Morrisons Next Generation Farming Programme, launched in 2019 and open to the entire industry from 2025, has already engaged over 100 young farmers with training in retail, processing, and business management. In collaboration with McDonald's and the NFU, the brand also contributed to the creation of the first School of Sustainable Food & Farming at Harper Adams University, with the aim of closing the skills gap and spreading sustainable farming practices.
Through the Sustainable Farm Network, Morrisons coordinates 38 farming networks covering over 150.000 hectares in the UK. On the consumer front, the "For Farmers" range—which includes milk, eggs, cheese, and cream—has raised over £29 million since 2015, allowing customers to directly support producers. Additional initiatives include support for the Royal Countryside Fund and the Farm Resilience Programme, as well as promoting British lamb exports through Myton Food Group, with sales expected to rise to £19,5 million by 2025.
Dedicated farmer discounts and engagement initiatives like "Tractor Tuesdays" complement a strategy aimed at strengthening the connection between field and shelf, making the work behind each product more visible. With this plan, Morrisons consolidates its identity as an integrated retailer and structural partner of the British agricultural supply chain, focusing on long-term contracts, training, and innovation as levers for future competitiveness.
