Bradford, Yorkshire, England: John Deere tractors were delivered to Morrisons stores and the retailer’s headquarters as the 24 Hours in Farming event, #Farm24, got underway. 

Machines were set up outside seven Morrisons stores to help engage the public in the initiative which aims to celebrate the hard work and dedication of those involved in the United Kingdom agricultural industry.

The tractors were provided by John Deere dealerships Ripon Farm Services, Tuckwells, Ben Burgess, Masons Kings and Charlies Ag and Turf. They were branded and parked up outside stores in Skipton, Boroughbridge, Ipswich, Norwich, Teignmouth, Welshpool and Witham for Morrisons customers to see before they entered the shop.

A tractor also took pride of place outside the retailer’s headquarters at Hilmore House, near Bradford.

“With a focus on showing consumers what really goes on in the agricultural sector, 24 Hours in Farming is a great initiative that shines a light on farming and everything that goes into producing food for the Great British public,” said Chris Wiltshire, Tactical Marketing Manager at John Deere, an Executive Member of the Asian Golf Industry Federation.

“All too often we hear about the disconnect between the food we eat and how it’s produced. So, teaming up with Morrisons is a simple and effective way of reminding customers that there is a story behind every item of food they buy, just before they buy it,” added Wiltshire.

Since 6 am yesterday morning, anyone involved in farming and food production was being encouraged to post on social media about what they do, using the hashtag #Farm24.

It is anticipated that well over 110 million people were reached by the day-long campaign.

Sophie Throup, Technical and Sustainability Director, Morrisons Manufacturing, said: “We’re incredibly proud of our British food heritage and customers continue to tell us that shopping somewhere that supports British farmers is really important to them.

“We’re really pleased to have John Deere tractors outside a number of our stores to celebrate #Farm24 and to showcase our links to British agriculture, so that customers can easily understand where their food comes from.”

Masons Kings, based in southwest England, provided a 6R 250 plus a Gator ATV and an X127 ride-on mower to the Teignmouth Morrisons in Devon. Roger Prior, the company’s Director, said: “We have been committed to the farming community for more than 40 years and we understand the challenges they face producing food. This is why we are proud to support #Farm24 which highlights the work they do on a daily basis.” 

Ripon Farm Services installed a 6R 250 at Morrisons in Skipton, as well as machines for the retailer’s Hilmore House headquarters and Boroughbridge store.

Richard Halsall, Group Sales Manager, said: “#Farm24 is a great initiative which highlights the daily efforts and hard work that goes into agriculture and food production. We have been supporting and serving the farming community for more than 40 years. We are proud to be a part of the campaign to show our appreciation for all the work that goes into feeding our nation.”

Tuckwells provided a 6R 185 to Morrisons in Ipswich and a 6R 250 at Witham. Company’s Director James Tuckwell said: “As a family-run business that has been involved in supporting the agricultural community for 70 years, we are delighted to be part of #Farm24.

“As well as running our dealership we are farmers too so know first-hand the essential role farmers play in providing high-quality food in a sustainable manner while caring for our land and habitats. We are proud to support them and help highlight the incredibly important work they do.”

Ross Holloway, Director at Charlies Ag and Turf, added: “We are proud to be able to supply and service our farming community and be a part of helping to produce British food.” Charlies provided a 6R 185 to the Welshpool Morrisons.

Ben Turner, Dealer Principal at Ben Burgess, said: “We’re proud to contribute to #Farm24 by supplying a John Deere 8RX to the Norwich Morrisons. This event highlights the essential efforts of our farmers and their crucial role in providing food for the nation.”