Morrisons building partnerships with independents who have ties to local produce

Produce Business report

Supermarket chain Morrisons announced it will be opening six new stores in a partnership with independent retailer Jempson’s that specialize in “championing local produce.”

Under the “Together with Morrisons” brand, the first of the bunch will be located in Peasmarsh, East Sussex, where the supermarket is promising far more direct sourcing of fresh fruits and vegetables. Last May, Morrisons successfully opened a similar store model in the Cotswolds in a deal with Warner’s.

“We’re delighted to be opening six stores in partnership with [Jempson’s],” Paul Dobson, Sales Director, Franchise & Wholesale Supply at Morrisons, said. “The new stores will offer customers a mix of Morrisons own brand products and branded favourites alongside local produce from local suppliers.”

Morrisons has not revealed potential sites for the other five stores – Peasmarsh is set to open later in the spring. But it is looking to build partnerships with independents that are determined to highlight local produce and suppliers. With their expertise and Morrisons’ addition of other items, the possibilities are limitless.

 “The new store will enable Jempson’s to continue championing local produce and local artisan suppliers whilst also ensuring our customers have access to a wider breadth of products more akin to the larger supermarkets which we operate,” Stephen Jempson, MD of Jempson’s, said.

Morrisons is asking independents who want more information on the potential to embrace a Morrisons franchise to reach out to the retailer here.



The Latest from PBUK

Subscribe to PBUK!

Get regular produce industry insights, sign up for our email newsletter below.