MORRISONS has launched a new line of eggs that will offer shoppers the chance to support farmers in its supply chain directly.
The retailer’s new Chuckle Eggs will give 1p for every medium egg sold back to farmers.
See also: Second lockdown gives free-range egg prices a boost
It is an extension of the supermarkets For Farmers scheme, which was launched in October 2015 and directly links shelf price with a payment to producers.
It began with milk, and now includes milk, cream, cheese, butter and eggs, with Morrisons saying that it had given back £17m to farmers in total.
Farms taking part in the scheme must invest in a range of biodiversity measures including 20% woodland on ranges.
They will also need to set aside land for wild bees and insects to increase their number – an acre of wildflower meadow for every 16,000 birds.
A 12 pack of Morrisons For Farmers medium ‘Chuckle Eggs’ are available in 491 Morrisons stores and online, costing £1.99.
Twelve pence from every pack will go back to the farmers who produced the eggs.
Sophie Throup, head of agriculture at Morrisons said: “Improving animal welfare and looking after our farmed and natural environment is important for us and our customers.
“By giving back to our egg farmers, they can create the highest welfare outside and indoor conditions for their hens.
“Planting woodland, pollen and nectar-rich habitats will also bring huge and wider benefits to our countryside, and support sustainable food production into the future.”
British Egg Industry Council chief executive Mark Williams added: “We applaud Morrisons for this move. We believe it is very important to encourage free-range hens to go outside and fully explore the range around the hen house.