Morrisons brand purpose changes in midst of pandemic

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by Charlie Spargo

Amid rising worry surrounding coronavirus in Britain, supermarket chain Morrisons has amended its stated purpose to 'Feed the nation' in order to reassure consumers.

As part of this, it's introduced immediate payments for smaller suppliers to help cashflow, and set out measures including easily ordered food parcels to support staff and customers.

Including options for vegetarians, the parcels will be available for delivery from 23 March.

A hardship fund has been set up for Morrisons employees struggling financially, as well as the promise to provide sick pay to anyone falling ill with coronavirus. 

Extra delivery slots are being available to customers, with the retailer relying on 100 extra stores over the coming weeks to meet demand. It's also set up a dedicated customer call centre for orders to be taken over the phone.

David Potts, Morrisons' CEO, said: “Familiar brands provide reassurance to consumers and in the end they are looking for their stock to be on the shelves.

“The company has paid a lot of attention to its core purpose. It isn’t what they do or how they do it, it’s why a company exists and we currently believe the biggest contribution we can make in the country is playing our full part in feeding the nation.”