The Mystery Shopper's Question: "How much fresher is fresh produce when brought locally rather than imported?”
For answers, the Mystery Shopper first visited the retailer's website and, then, posed the question to local produce department personnel. Here are the Mystery Shopper's notes....
What the website says: All Morrisons-branded fresh meat is 100% British, along with all of the meat sold from our in-store butchers’ counters. We deal directly with farmers and are the only retailer in Britain to operate our own abattoirs, which gives us unrivalled control over the quality and provenance of our meat.
We have consistently sought to work with the British farming industry to source as much produce as possible from UK farmers and growers. The vast majority of the vegetables we sell throughout the year are British. When in season we are 100% British for strawberries, carrots, broccoli, swede, cauliflower, peas, cabbage, onions, potatoes, parsnips and sprouts.
Our involvement in the supply chain gives us close control over provenance, quality and freshness. We have many long-standing relationships with farmers and growers, with some dating back over 30 years. We work closely together to develop the quality, safety and marketing of fresh foods and to shorten the food chain.
How Sheffield in-store staff responded: It can be fresher, it does not travel as far. Particularly if there are delays in delivery, which is out of anyone's control.