Each product in the From My Farm range is regionally sourced and clearly labelled, with the name and location of the grower. Products will change with the seasons to ensure the best in-season fruit and vegetables are available.
Initially,12 products will be available from eight growers, building up to 50 products from 30 growers in the region. The From My Farm range will at first be available in 11 stores across the east of England and has been launched on the back of customer research showing that 74 per cent of Morrisons customers want the opportunity to buy more regional produce in-store.
The launch is also helping smaller growers to get their produce on supermarket shelves. With the brand retailing at a higher price point than own-label goods, growers are set to gain higher returns for their crop.
From My Farm regional foods manager Charlotte Falkingham said: "Consumers are increasingly eager to support local businesses and to know where their food is coming from. We wanted to create a way of selling produce with a brand consumers can buy into. From My Farm is a transparent, honest brand and makes logistics easy for growers and Morrisons."
Packaging includes grower profiles and information about the farm where the produce was grown, bringing consumers and growers closer together. Falkingham added: "There isn't much opportunity for small growers to sell direct to supermarkets - buyers often find it hard to deal with multiple small businesses - we understand both supermarkets and growers, and have brought the two together."
Morrisons store general manager Phil Scordis said: "We're delighted to welcome the range. It will be great to introduce our shoppers to our regional farmers and their fresh in-season crop."