Reared on trusted British farms who share our commitment to reducing environmental impacts.
At Morrisons, supporting British Farmers is part of who we are as a company. It’s in our DNA.
Working directly with our British farmers puts us in a strong position to champion changes in environmental and nature positive practices. We’ve an ambition to be the first supermarket whose British farmers are net zero by 2030 with products sourced directly from British farmers we’ve worked with for generations, making our own brand products, and will include beef, pork, lamb, potatoes and eggs.
Why are our greenhouse gas emissions lower?
Through our supply partner manufacturing business, Myton Food Group, we have been developing our fully integrated beef supply chain with The Buitelaar Group since 2013. This has enabled us to work closely with farmers throughout the supply chain, providing full traceability, and use cattle breeds associated with improved meat quality and efficient production.
This supply chain integrates beef from the dairy supply chain and enables us to support both our dairy and beef farmers through offering contracts and long term security, protecting them from market volatility. It also ensures we deliver full traceability and a consistent product for our customers, whilst caring for our environment. We have a dedicated team who support our farmers on-farm to share knowledge and good practice. They have worked with some of our suppliers for many years and have built trusting relationships.
For over 5 years, we have been measuring what emissions our farmers produce. We have teamed up with leading industry partners Map of Ag to develop an accredited measurement system to calculate farm emissions. Importantly, we have been using this data to support farmers in understanding what can be done to reduce emissions on farms, including across key areas of breeding, animal health and welfare and efficient use of inputs such as feed and fertiliser. We have then been able to forecast and predict how changes to these different areas can affect farm emissions. Then, by working with our farmers and their advisers (vets and nutritionists), and by supporting improvements we have been able to deliver lower emissions products.
We also founded the School of Sustainable Food and Farming at Harper Adams University with the National Farmers Union and McDonalds, the first collaborative School of its kind. This has helped us bring our farmers together to learn from each other, sharing their knowledge to discuss how improvements can be made and implemented on-farm.
How much lower are our greenhouse gas emissions?
Through working in partnership with our farmers and industry leaders we have built a robust measurement approach and action plan for emissions reductions. Through improved monitoring and adoption of more sustainable methods of farming we can demonstrate that beef produced through our integrated beef programme has 40% lower emissions when compared with current industry standards.
The methodology, developed by Map of Ag and approved by the team at Harper Adams University, adopts a lifetime productivity approach to fully account for each stage of the animal's growth. Emissions are calculated using the Intergovernmental Panel on Climate Change 2019 data and the most appropriate emissions factors for production of inputs such as feed and fertiliser.
The quality of the data collected from farms is an essential component in the ability to accurately represent the emissions on farm. The team at Map of Ag have developed a robust system using data from cattle movement systems and abattoir data, which combined with targeted questions on feed and fertilisers and supported by the unique, long-standing relationships we have with farmers delivers high quality primary data and allows input emissions to be modelled on an animal specific basis.
Models used are accredited to ISO14067 for product carbon foot printing. Data handling processes are accredited to ISO 27001 standards, ensuring farmer trust that data is secure.
“Reaching this milestone of launching a reduced emissions beef product is a testament to the commitment and hard work of our farmers and partners. It’s a crucial step in our journey to support Morrisons in being the first supermarket to be supplied by net zero farms; we’re proud to be leading the way in sustainable farming, helping farmers to make tangible progress toward net zero while maintaining productivity,”
Sophie Throup, Myton Food Group Technical & Sustainability Director.
Where can you find our lower emissions beef?
Low emissions beef products are available in these stores: Mayo Avenue, Bradford Idle, Victoria, Keighley, Yeadon, Thornbury, Merrion Centre, Morley, Beverley, Hunslet, Horsforth, Mansfield Sutton, Staveley, Catcliffe, Gainsborough, Heywood, Dewsbury Road Wakefield, Guiseley, Dukinfield, Rotherham, Heckmondwike, Pontefract, Hillsborough, Rochdale, Skipton, Parkgate, Lincoln, Starbeck, Scunthorpe, Ecclesfield, Cleethorpes, Derby, Huddersfield, Kirkstall, Barnsley, Halfway, Anlaby, Hull, Wetherby, Brampton, Retford, Bulwell, Doncaster, Leeds Winnow Road, Knottingley, Whitefield, York, Harwood Lee Gate, Todmorden Rochdale, Chesterfield, Meltham Station Street, Selby Market Cross, Sheffield Meadowhead, York Acomb, Belper Chapel Street, Nottingham Eastwood, Goole, Leeds Rothwell, Mansfield Woodhouse, Illingworth Halifax, Kirkby in Ashfield, Elland, Bacup, Doncaster Balby, Workshop, Brough Welton Road, Bolsover, Louth.
Who are our partners
