Morrisons has confirmed that it plans to push ahead with the expansion of its fairtrade and organic ranges.
“This is a strategy that has been ongoing for the past few years. The expansion of our organic and fairtrade offering is a natural progression in response to growing customer demand,” a spokesperson for the group told just-food today (20 May).
Morrisons intends to increase its organic offering by 20% this year, the retailer revealed in its CSR report. This builds on an increase of 140% in the year to 2 February.
The UK’s fourth-largest supermarket operator also said it want to grow its fairtrade range by 40%. Morrisons already increased its offering by 127% last year.
Morrisons launched a TV and in-store ad campaign this week to promote its fresh and seasonal offer.