They might not be your number 1 supermarket, but they are morally taking the lead…

Morrisons tackle the issue of food poverty by partnering with food charity FoodCycle.

In 2014, it was reported that Morrisons binned 10,000 Cornish Pasties after their delivery driver was 17 minutes late, and reportedly the supermarket industry discards 4.3 million tons of edible food annually.

Food poverty in the UK seems to be a growing problem. Recent figures show that the use of Food Banks is increasing around 19% year-on-year, so it is great to see a brand such as Morrisons taking the lead on this issue within the Super Market sector, by partnering with food charity; FoodCycle.

As we all know, most of the retailers have taken a bit of a hit since the growth of discounters like Lidl and Aldi in the UK. In March they reported their profits were down by 52%; the worst results in 8 years!

Supermarkets have had to start broadening their offer, offering products such as Insurance, Banking, Mobile, Clothes, etc but looking back it all seemed to be led by financial benefits, rather than emotional/adding value benefits.

When your strapline is “more of what matters”, like Morrisons, you have to stick to it. I don’t believe adding an insurance arm to your offer is actually what matters; there is enough competition out there for consumers already, however tackling a growing problem such as Food Poverty, does matter.

I think this could be the start of something new for Morrisons and the other big four supermarkets. By being proactive and doing something unusual yet incredibly beneficial to the UK population will pull on the emotional conscience of the British Public.

Well done Morrisons for doing the right thing. I look forward to tracking how they get on…

 

Rory Stewart-Richardson

04.11.15