The company fought off strong competition at the prestigious event, which was hosted by Gethin Jones. Andrew Smith, head of meat trading at Morrisons, was ecstatic as he and the team also won 12 out of 26 awards that night. Smith said: “It’s a fantastic effort by the stores and the new product development team. We’ve recently upgraded a lot of our products, so a lot of the meal solutions products won, a lot of the fresh meat products and the raw products won too.”
Morrisons entered SuperMeat last year for the first time and were spurred on to enter again this year after winning a couple of categories. Smith said the company will be using their new title of Meat and Fish Retailer of the Year 2012 in marketing campaigns and possibly on packaging. The supermarket chain also won an award for their Rope-Hung Smoked Side of Salmon in the Best Overall Product category, as well as other awards for their stores, counters and the Head Office Initiative Award.
Ed Bedington, editor Meat Trades Journal said: “Morrisons was simply a force to be reckoned with this year, powering through all the categories despite seriously strong competition from other retailers in the awards. These awards are all about celebrating the best the sector has to offer and this year is a shining example be it the winners, or the finalists.”
For details on all the winners, and photos from the night, click here