Morrisons Launches ‘Tractor Tuesdays’ to Support Farmers with 25% Discount at Cafés Nationwide

Morrisons Launches ‘Tractor Tuesdays’ to Support Farmers with 25% Discount at Cafés Nationwide

(IN BRIEF) Starting December 3, 2024, Morrisons will offer a 25% discount every Tuesday at all its Cafés for farmers, aiming to foster community and support within the farming industry. The initiative, called ‘Tractor Tuesdays,’ encourages farmers to gather, share experiences, and seek support. The discount is available to farmers with relevant membership cards, and wellies and workwear are welcome. The initiative is partnered with Len’s Light, which focuses on mental health support for farmers. NFU representatives will also visit selected stores each month to engage with farmers. Morrisons continues its strong support for British farming through various initiatives, including the ‘For Farmers’ range and sustainability efforts.

(PRESS RELEASE) LONDON, 2-Dec-2024 — /EuropaWire/ — Starting December 3, 2024, Morrisons will introduce ‘Tractor Tuesdays,’ offering a 25% discount on food and drinks at all its Cafés across the UK to support the nation’s farmers. This initiative is designed to foster community among farmers, giving them a chance to gather, share experiences, and seek support when needed.

Farmers can enjoy the discount on a wide range of meals, snacks, and beverages by simply presenting their County Parish Holding number, Young Farmers Card, or NFU Membership at participating Morrisons Cafés. The initiative welcomes farmers dressed in wellies or workwear, ensuring a relaxed and inclusive environment.

This new weekly offer also aims to raise awareness of the farming industry, allowing customers to see the faces behind the food they purchase. ‘Tractor Tuesdays’ is a collaboration with Len’s Light, a charity dedicated to improving mental health support for farmers, many of whom face isolation due to the challenges of the profession, such as unpredictable weather and financial pressures.

Sophie Throup, Technical and Sustainability Director at Myton Food Group for Morrisons, commented, “We are proud to introduce Tractor Tuesdays, offering a meaningful way to support British farmers and encourage them to connect, share stories, and enjoy a well-deserved meal at a discounted price. It’s a token of gratitude for the dedication they show every day.”

Len’s Light founders Andy and Lynda Eadon explained the importance of the initiative for farmers’ mental health, emphasizing that the goal is to provide connection and break down the stigma surrounding mental health in the rural community. “Tractor Tuesdays provide company, conversation, and recognition—essential elements for farmers’ mental well-being,” they said.

In addition to the discount, NFU representatives will visit select Morrisons stores once a month to engage with farmers and spread the word about the initiative. These visits will take place at Morrisons locations in Skipton, Peterhead, Hinckley, Carmarthen, Ipswich, and Plymstock. Starting in the new year, alumni from Harper Adams University will also participate in supporting ‘Tractor Tuesdays.’

Morrisons, known as British farming’s largest direct customer, has long been an advocate for supporting the agricultural sector. The retailer has previously launched initiatives such as the ‘For Farmers’ range, where the price of products goes directly to farmers, and has partnered with the School of Sustainable Food & Farming at Harper Adams University to help farmers achieve sustainability goals.

To find a participating Morrisons Café near you, visit: Morrisons Store Finder.

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SOURCE: Morrison