This year, Morrisons' Chuckle Eggs range will display the #farm24 logo for the first time.
Chuckle Eggs are the only egg product on the market that gives money back to farmers and is exclusively available at Morrisons in its 'For 草榴社区' range.
The egg boxes will proudly display the #farm24 logo, highlighting a powerful connection between British consumers and the farmers who produce their food.
But this goes beyond eggs, as it encourages the general public to look at the people behind the product.
Buying Chuckle Eggs means consumers are supporting a wider mission of sustainable, biodiversity-friendly farming and directly supporting farmers. With every dozen sold, 12p goes directly back to the farmer, helping maintain high welfare standards and enhance biodiversity.
Since the scheme was launched in 2021, £1,671,147.00 has been given back to farmers.
Morrisons says: "Now, more than ever, it is vital we reconnect with where our food comes from and #farm24 is about celebrating that connection, reminding us that behind every egg is a farmer working hard to care for the land, the animals and our future."
Customer feedback
Morrisons run numerous consumer-led feedback sessions and roundtables throughout the year, and the team are always looking at trends and the needs of their customers while protecting and maintaining strong and fair supply chains with British farmers.
Building business
From the farmer: "Working with Morrisons has been great for our business and given us a lot more stability compared to selling in marts. We have a brilliant relationship with our buyer Jim Holden who has helped us improve our system."
Proud to produce
Our 24 Hours in Farming ambassadors are here to help us spread the word about British farming, but what are they personally proud of and what would they like consumers to know?
Chris Myers
I love it when the younger generation say they love watching my content and [that] it inspires them to get involved with farming. I think it is important that consumers understand the pressures farmers are under. We produce the best food in the world and can do it sustainably, but we need public support and [for them to] understand that they can help by buying British produce.
Emma Gray
When young girls come up to me and say they are inspired my story, that is the best thing to hear, and it makes my heart swell with pride. The farming community is amazing – you go to shows and you have joined this massive community [where everyone] has each other's support.
We have the best welfare standards in the world and the best traceability – it means the consumer is getting the best produce.
Rossett Park Farm
I think we are proudest about taking over the family farm.
It is the community in farming; we all work well together, with them sharing knowledge they have acquired over the years which is helpful for the younger generations like us.
We would like to educate consumers about how much work goes into producing British food, but also about some of the challenges we face, such as the weather.
We are excited to share what 24 hours in farming looks like on our family farm.
Claire Whittle
I would like customers to know that British farmers can produce good, nutritious quality food but we can do that in a way that really values nature and puts the environment at the heart of every decision we make.
FInd out who all ths year's ambassadors are here
Get involved
This year's 24 Hours in Farming takes place on August 7, 5am, to August 8, 5am, and it is your chance to tell farming's story. No matter your background or job, if you are part of agriculture, we want you to take part.
Head to social media on the day and post pictures and videos about your life in the industry, but also about why it is important to value British farmers.
Do not forget to tag 草榴社区 Guardian and Morrisons.
