A campaign for a ‘Buy British’ section on supermarkets’ online stores supported by South Shropshire MP, Philip Dunne, has first major success as Morrisons launch ‘British’ section online. 

In August 2023, Philip Dunne MP and 120 other cross-Party MPs signed an open letter calling on supermarkets to highlight the very best of British produce by implementing a ‘Buy British’ section online. 

Now, Morrisons Chief Executive, Rami Baitiéh, has written the MPs to confirm they have implemented a ‘British’ section to morrisons.com which enables customers to navigate quickly to find British produce such as meat, fish, vegetables and dairy products. 

This new section of the website, which groups together key British lines, can be found via the ‘Shop Groceries’ drop down menu on the morrisons.com homepage, with Morrisons saying they “intend to continue developing this section of the website and highlight new lines as they come into season and customer focus.” 

Since writing the open letter over 27,000 people have signed a National Farmers Union (NFU) petition in support of a ‘Buy British’ section online and on Back British Farming Day, September 13th, the Government endorsed the campaign and called for industry-led action by supermarkets. 

Mr Dunne said: 

“I applaud Morrisons for their leadership on this campaign and putting our farmer’s interests first. 

“Farmers and shoppers in South Shropshire both know the value of locally produced British food, and want to know supermarkets are making it as easy as possible for consumers to Buy British.  

 “I hope we will see other supermarkets follow suit and implement a ‘Buy British’ section very soon.”