Being closer to customers

by Gordon on Tuesday 14th February, 2012

A new Morrisons warehouse is to be created in Bridgwater in the South West of England.  The new site will locate next to Morrisons existing facility, close to the M5 in Somerset.  This looks after the transfer of all grocery, household, chilled foods and bread for the South West and south Wales.  The new site will be used to pack fruit and vegetables ahead of distribution to stores. (BBC, 2nd February 2012)

Morrisons, the UK’s fourth largest supermarket, prides itself on the degree of control it holds over its supply chain.  One important part of this strategy is sourcing produce locally wherever possible.  To do this, Morrisons adopts a policy of vertical integration, using its own manufacturing, packing and warehousing facilities. This allows Morrisons to have greater control over the quality of its products and enhances its ‘field to fork’ approach, which is a key element of its drive to provide the highest level of customer service.

A spokeswoman said that up to 100 new warehouse jobs are to be created by the supermarket chain Morrisons. She said 300 more jobs could be added depending on Morrisons’ growth.

The move would allow the company to save two million road miles each year delivering to its shops in the South West and Wales. Martyn Fletcher from Morrisons Group said: ‘Having our manufacturing site so close to our regional distribution centre for the area will reduce food miles and improve our strong environmental credentials.’

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