UK supermarket chain Morrisons has kicked off an annual organic promotional drive by reducing the price on over 100 of its own-brand organic products .
The move by the grocery retailer marks The Soil Association’s Organic Fortnight promotion, which kicked off on September 1 and runs until this Sunday.
Morrsions has slashed the price of over 100 lines in staggered offers by a third, hoping to encourage shoppers to buy organic and try a greater range of organic produce.
This year, the Soil Association is asking everyone to ‘Wake up to an Organic Breakfast’ as the theme of the fortnight.
Andrew Pleasance, grocery director for the supermarket, said: “It is clear that organic produce is becoming more and more popular with consumers who take an active interest in how their food is grown.”
“To meet with customer demand, we have increased our organic range by more than 50 per cent in the last 12 months, and our organic sales have risen by 15 per cent in the last 13 weeks alone, as more people turn to organic products,” he added.
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