Morrisons… all free range by 2010

Morrisons has become the second of the ‘big four’ supermarket chains to announce the phasing out of cage eggs.

The development has been revealed in the retailer’s ‘Corporate Social Responsibility Report 2007’ which states that all Morrisons’ own-brand eggs will be free range by 2010.

Commenting on the decision, Morrisons’ poultry trading manager, Jamie Winter, said: “Animal welfare is extremely important in the sourcing of our produce and we already have structured plans in place to reduce the amount of cage eggs within our business.

“Many of our customers already have a preference for free range and organic shell eggs and we are committed to selling only own-label cage-free by 2010.”

But free range producers’ enthusiasm for the move will be dampened by the continued appearance of Dutch free eggs in Morrisons’ stores. Whilst foreign free range first appeared on the shelves in December to fill the gap left by a shortage of UK eggs, there is no sign that they are going to be withdrawn, despite increased availability of home-produced eggs.

And because Morrisons doesn’t stock barn eggs the fear is that the Dutch free range will remain in place long-term to provide a trade-up for cage egg customers. The imported eggs are being sold at a discounted rate under the retailer’s ’Bettabuy’ label. As revealed last month, Sainsbury’s has pledged to phase out cage eggs by 2012 and has made a commitment to source only British eggs.