Morrisons has expanded its successful Foodmaker & Shopkeeper Tours with the introduction of a new ‘British Food Module’, aimed at educating children about the journey of British food from farm to store, while emphasising the benefits of supporting local producers.
Since its inception in 2018, the Foodmaker & Shopkeeper Tours have welcomed thousands of children into Morrisons stores, offering a hands-on experience in learning where fresh food comes from and how choosing British food helps the environment by reducing delivery distances. The new module aims to further enhance this educational initiative by spotlighting the value of British food production.
Morrisons says its goal is to “bring British food to life in a fun and engaging way for children and inspire the next generation of food makers”. As children tour their local stores, they will meet skilled ‘Market Street’ food makers, including butchers, bakers, and fishmongers, while gaining practical insights into the origins of locally sourced food. After the tour, the children will participate in British food-themed activities in the store café or community room, making the experience both informative and enjoyable.
Joseph Clark-Bland, Morrisons’ community and foundation manager, commented: “Our stores are full to the brim with British food, and our skilled butchers, bakers and fishmongers serve up fresh British food every day on our Market Street. We’re in a unique position to help educate children in our local communities on the benefits of eating British, and hopefully inspire the next generation of food makers.”
The Foodmaker & Shopkeeper Tours cater to children aged 5-9, encompassing schools, Scout groups, and other community groups. The programme not only provides an immersive introduction to food production but also encourages children to appreciate the significance of supporting British farming.
The launch of the British Food Module coincides with British Food Fortnight (20 September-6 October), during which Morrisons, as the exclusive retail partner, is celebrating the best of British autumnal produce both in-store and online.
As British farming’s largest customer, Morrisons works with over 2,500 farmers and growers each year, more than any other UK supermarket, reinforcing its commitment to promoting home-grown produce.
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