Supermarket titan Morrisons has reaffirmed its commitment to British farmers, announcing over £1.4 bn in annual support for the sector.

The supermarket chain is also accelerating a range of planned measures, including a 5% discount for 2,500 British farmers, available both in-store and online.

This discount applies to all Morrisons livestock suppliers - providing lamb, beef, pork, eggs, and dairy - as well as fruit and vegetable growers who supply the supermarket directly.

Rami Baitiéh, Morrisons’ chief executive officer, said: “Now and always, we stand shoulder to shoulder with British farmers - some of the unsung heroes of our society -who grow and provide home-grown food that benefits us all every day.”

This new discount is part of a wider package of ongoing support for UK farming, which at present includes long-term contracts and cash flow programmes.

Morrisons’ ‘For Farmers’ range – including products such as milk, eggs, cheese, and cream - also allows customers to directly support food producers and has raised over £25m so far. As demand for British-produced goods grows, additional products will be considered for the range in the coming months.

In a further demonstration of its support, Morrisons’ manufacturing arm, Myton Food Group, has been providing critical cash flow support to cattle farmers for years, currently funding £11m worth of cattle to help farmers manage their operations and expand.

Baitiéh continued: “As British farming’s single biggest direct customer, and in light of the recent Budget, our £1.4 billion investment in UK farming underscores our commitment to building long-term relationships through contracts, cash flow schemes, and practical support for the industry.”

Morrisons also invests in farm training through its involvement in the Prince’s Farm Resilience Programme, offering free business skills courses to family farms.

Earlier this year, the company launched a Farmers' Council, which meets twice a year with Morrisons’ CEO and Board to discuss the role the supermarket can play in fostering sustainable farming partnerships.