Morrisons’ mission centres on providing customers with fresh, affordable food while supporting British farmers, local communities, and long-term sustainability.
Unlike many supermarkets, Morrisons has built its identity around direct involvement in food production and sourcing. Its mission reflects a commitment to quality, fairness, and value, shaped by more than a century of grocery retail experience.
Morrisons’ Official Mission Statement
Morrisons has consistently described its purpose in simple, customer-focused terms. The supermarket’s mission is often summarised by the following statement:
“Our purpose is to provide great quality food at affordable prices, while being a force for good for our customers, colleagues, suppliers and communities.”
This guiding principle underpins Morrisons’ approach to sourcing, pricing, store experience, and long-term decision-making.
What Morrisons’ Mission Means in Practice
At its core, Morrisons’ mission is to make good-quality food accessible and affordable, while maintaining strong ties to British agriculture.
This mission focuses on:
- Fresh food at fair prices
- Support for British farmers and producers
- Honest value for customers
- Long-term responsibility rather than short-term gain
Rather than chasing trends, Morrisons prioritises food quality and transparency.
A Strong Focus on Fresh Food
Fresh food lies at the heart of Morrisons’ mission.
The supermarket is well known for:
- In-store fresh food counters
- Skilled butchers, bakers, and fishmongers
- Daily preparation of fresh products
By preparing much of its fresh food in-house, Morrisons maintains tighter control over quality and freshness, reinforcing its food-first philosophy.
Supporting British Farmers and Producers
One of the most distinctive elements of Morrisons’ mission is its commitment to British sourcing.
This includes:
- Long-term relationships with UK farmers
- Strong representation of British meat, dairy, and produce
- Clear and traceable supply chains
Working closely with producers helps Morrisons support rural communities while offering customers confidence in product origin.
Vertical Integration and Food Control
Morrisons operates a vertically integrated supply chain, meaning it owns and manages significant parts of food production, manufacturing, and distribution.
This approach supports its mission by:
- Improving traceability
- Protecting food quality standards
- Reducing dependency on third-party suppliers
Greater control allows Morrisons to balance affordability with consistency.
Value Without Compromising Quality
Affordability is a core part of Morrisons’ mission, but it is not pursued at the expense of standards.
The supermarket aims to:
- Keep everyday essentials competitively priced
- Offer reliable own-brand alternatives
- Maintain ethical sourcing where possible
This balance helps households manage budgets without sacrificing trust in food quality.
Commitment to Communities and Colleagues
Morrisons’ mission extends beyond customers.
It also includes:
- Providing stable employment across the UK
- Supporting local community initiatives
- Treating colleagues fairly and with respect
With stores, manufacturing sites, and distribution centres nationwide, Morrisons remains closely connected to local economies.
Sustainability and Long-Term Responsibility
Long-term responsibility is woven into Morrisons’ mission.
Key areas include:
- Reducing food waste
- Improving packaging sustainability
- Supporting responsible farming practices
- Lowering environmental impact over time
While initiatives evolve, the underlying commitment to responsible food retail remains consistent.
Why Morrisons’ Mission Still Matters
In a competitive supermarket landscape, Morrisons’ mission helps define its identity.
By focusing on:
- Freshness
- British sourcing
- Honest value
Morrisons appeals to customers who want affordable food without losing confidence in how it is produced or where it comes from.
Final Thoughts
Morrisons’ mission combines quality food, fair pricing, and responsibility towards people and communities.
Guided by a clear purpose and reinforced through its operational choices, this mission continues to shape how Morrisons serves households across the United Kingdom today.