Morrisons launches ‘Tractor Tuesdays’, introducing a 25% discount for farmers in all its cafés every week on from December 3, in a show of support for the nation’s growers and producers.
‘Tractor Tuesdays’ aims to bring farmers together to foster conversation and support within the community, which has recently been rocked by the proposed changes to inheritance tax as outlined in the budget.
The retail chain also aims to raise public awareness of the farming community’s plight while making the industry more visible to customers shopping in stores for the food they are responsible for producing.
Technical and sustainability director at Myton Food Group for Morrisons, Sophie Throup, 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.”
Tractor Tuesdays
On ‘Tractor Tuesdays’, all farmers will qualify for a quarter off all food and drink in Morrisons Cafés nationwide, according to a statement from Morrisons.
In order to avail of the weekly discount, farmers must present their County Parish Holding number, Young Farmers Card, or NFU Membership.
Morrisons is working alongside Len’s Light, a charity dedicated to improving mental health supports within the farming sector, to introduce the initiative.
Len’s Light encourages connection and conversation amongst farmers who face many challenges that are inherent to the industry, including fluctuating costs, unpredictable weather conditions and isolated working conditions in rural settings.
Speaking about their involvement in ‘Tractor Tuesdays’, Andy and Lynda Eadon, of 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 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.”
While the discount is available every Tuesday in all Morrisons Cafés, NFU representatives will be invited to six stores across the country where they will be posted in a bid to encourage greater attendance among farmers and to chat about the initiative.
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.
From the new year, alumni from Harper Adams will also be involved in supporting the ‘Tractor Tuesday’ events.
