Morrisons is one of the largest supermarket chains in the UK, with over 500 stores and a workforce of around 120,000. The company prides itself on providing affordable, high-quality food, and claims to be committed to sustainability, ethical sourcing, and supporting local communities. However, there are some claims made by Morrisons that have been questioned by critics and consumers alike. Here, we take a closer look at some of these claims.
Claim: Morrisons sources its own-brand fresh food from British farms
Morrisons proudly displays the Union Jack on its packaging and claims to “source as much food as we can from British farmers and growers”. However, in reality, only around half of the supermarket’s fresh produce is sourced from the UK, according to a 2017 investigation by The Guardian. Morrisons did not dispute this figure, but argued that it still sourced more British produce than any other UK supermarket. The company also relies heavily on imports from countries such as Spain, with some critics arguing that this undermines Morrisons’ claim to support local farmers.
Claim: Morrisons is committed to sustainability
Morrisons has made a number of commitments to reducing the environmental impact of its business, including reducing carbon emissions, using only sustainably sourced fish, and reducing food waste. However, the company has faced criticism from environmental campaigners who argue that it is not doing enough. For example, Morrisons has come under fire for its use of plastic packaging, with some campaigners accusing the supermarket of not doing enough to reduce waste. In response, Morrisons has pledged to make all its own-brand plastic packaging recyclable by 2025 and has launched a range of plastic-free fruit and vegetables.
Claim: Morrisons supports local communities
Morrisons claims to be “part of the fabric of local communities”, with a range of initiatives aimed at supporting local charities and community projects. However, the company’s track record on this front is mixed. In 2017, Morrisons was criticised for cutting funding for community projects, including a charity that provided meals for homeless people. On the other hand, Morrisons has also made significant donations to food banks and has worked with local authorities to provide support during the COVID-19 pandemic.
Claim: Morrisons provides affordable, high-quality food
Morrisons has built its brand on offering customers affordable, high-quality food. However, this claim has been scrutinised by some critics who argue that the supermarket’s pricing strategy can be misleading. For example, Morrisons has been criticised for raising the prices of some items shortly before offering them as part of a “discount” deal. This has led some consumers to question whether Morrisons is genuinely offering value for money. On the other hand, Morrisons has been praised for its commitment to offering customers affordable organic produce, which can be difficult to find in other supermarkets.
Claim: Morrisons is committed to ethical sourcing
Morrisons claims to be committed to ethical sourcing, with policies in place to ensure that all suppliers meet certain standards in areas such as labour rights and animal welfare. However, the company has faced criticism over its treatment of workers in its supply chain, with allegations of low pay and poor working conditions. In 2016, the GMB union accused Morrisons of “feigning concern” for workers, citing the case of a Romanian driver who was paid just £35 for a 16-hour shift. Morrisons responded by saying it was committed to ensuring all workers in its supply chain were treated fairly.
In conclusion, while Morrisons makes a number of claims about its commitment to sustainability, ethical sourcing, and supporting local communities, there is evidence to suggest that these claims are not always borne out in reality. While the company has taken steps to address some of these concerns, such as its pledge to make all plastic packaging recyclable, there remain areas where consumers and critics are questioning Morrisons’ assertions. As such, it is important that consumers remain vigilant and informed when making choices about where to shop and what products to buy.