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Morrisons results - Local Economies
- Indicator 4.1
- Indicator 4.2
- Indicator 4.3
- Overall commentary and examples of good practice
- Supermarket comments
Indicator 4.1
Issue: Support for the local economy
Indicator: Company policy on sourcing food 'locally'and 'locality' foods
No data submitted.
Indicator 4.2
Issue: Support for the local economy
Indicator: Local and regional sourcing and promotion
No data submitted.
Indicator 4.3
Issue: Support for the local economy
Indicator: Company policy on sourcing food 'locally' and 'locality' foods – store shelf survey
A store shelf survey of local and locality foods stocked by retailers - focusing on apples, potatoes, fresh milk, pre-packed cheese, fresh beef and fresh lamb - was conducted by Sustain and the NFWI. The final survey sample for Morrisons consisted of 6 stores. This sample was smaller than desired, and had a more limited geographical coverage than desired, thereby reducing the extent to which the store survey findings can be taken as representative of the retailer’s overall performance in terms of local sourcing. The smallness of this sample is in part due to the fact that Morrisons has a more northern distribution while other larger retail chains have a more widespread distribution across the country.
In terms of actual stocking of local and locality foods Morrisons scored slightly below average in comparison with other retailers.
None of the Company’s stores included in the survey had information leaflets for customers on local food, nor any special in-store displays for any local foods. None of the stores surveyed had any local varieties of apples, potatoes, fresh beef or fresh lamb. 17% (1 store) had locality milk and 17% had locality cheese.
Stocking levels of locality foods were higher for some foods, but not for others. No locality apples were stocked in any store, only 17% of stores stocked locality beef and only 17% stocked locality lamb. Locality potatoes were stocked in 33% of stores, while locality milk and locality cheese were each stocked in 67% of stores surveyed.
As for average number of varieties of these foods stocked in those stores that did have them, the average number of local milk varieties stocked was 0.5, and of cheese was 3. The average number of locality potato varieties stocked was 3.5, for locality milks the average number of varieties was 2, for locality beef it was 3 and for locality lamb it was also 3. Far more varieties of locality cheeses were stocked in stores, the average figure was one of the highest at 9.38.
To score more highly, in-store information on local food to consumers would be provided, far more local foods would be stocked and a better selection of locality foods would be available for consumers to choose from.
Overall commentary and examples of good practice
No data submitted.
Supermarket comments
No comments were provided.
