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University backs Morrisons 'Tractor Tuesdays' farmer support scheme

Posted 2 December

ÎÞÂ붯»­ is backing a new scheme from  Morrisons supporting the nation’s growers and producers.

‘Tractor Tuesdays’ aims to bring farmers together with each other, as well as make the farming industry more visible to customers shopping in stores for the food they produce.

It will see the retailer offer a 25 per cent discount for farmers in all its Cafés every Tuesday from December 3 in a show of support for the nation’s growers and producers. 

On ‘Tractor Tuesdays’ all farmers will qualify for a quarter off all food and drink in Morrisons Cafés nationwide. They simply need to present their County Parish Holding number, Young Farmers Card, or NFU Membership to apply the discount across the popular selection of breakfasts, lunches, hot drinks and snacks. Wellies and workwear are welcome!

Morrisons is working alongside Len’s Light to introduce the initiative.

Len’s Light is dedicated to improving support for mental health in farming. Len’s Light encourages connection and conversation amongst farmers who face many challenges including unpredictable costs and weather conditions and often work alone in remote rural locations.

Sophie Throup, Technical and Sustainability Director at Myton Food Group for Morrisons, said: “Introducing Tractor Tuesdays at all our Cafés is a meaningful way for us to show our continued support for British farmers, to encourage farmers to come together and share stories in good and more difficult times. The discount also allows farmers to make the most of our popular, quality food and drink in our Cafés for a fraction of the price and is a token of gratitude for all their hard work.”

Andy and Lynda Eadon, at Len’s Light, said: "Our mission is to ensure that no one in the rural community feels isolated or alone.

“We aim to throw light on the mental health and suicide issues facing the rural community and break down stigma around these in the farming community but our focus is very much on positive mental health.

“Company, conversation and recognition are important to mental wellbeing and Tractor Tuesdays in Morrisons Cafés offer all of these. We hope they will bring lots of people together.”

 ÎÞÂ붯»­ Vice-Chancellor Professor Ken Sloan said: "Andy and Linda are doing vital work encouraging farmers to take the time to talk. It's something we want all our students to do at Harper Adams, and it's great to see Morrisons backing Len's Light and British farmers with Tractor Tuesdays."

While the discount is available every Tuesday in all Morrisons Cafés, in six stores across the country NFU representatives will be invited to encourage farmers to attend and to chat about the initiative to other farmers and customers.

NFU colleagues will be in stores in Skipton in Yorkshire, Peterhead in Scotland, Hinckley in the Midlands, Carmarthen in South Wales, Ipswich in the South East and Plymstock in the South West on the first Tuesday of each month, starting on December 3.

From the new year, alumni from Harper Adams will also be involved in supporting the ‘Tractor Tuesday’ events. 

Morrisons is British farming’s biggest direct customer and has launched many initiatives to show its continued support for the industry and its workers.

These include being the first UK retailer to create a For Famer’s range where the price of products goes directly to farmers and partnering with the at Harper Adams to help farmers reach sustainability targets.