Indie retailer Fresh & Proper opens ‘Together with Morrisons' store

Morrisons has partnered with independent retailer Fresh & Proper to launch a new store in Fordham, Cambridgeshire under its ‘Together with Morrisons’ brand.

The 3,000sq ft new store has created 14 new jobs in full and part-time roles and offers customers a carefully tailored mix of Morrisons own brand products and branded favourites.

As a fifth generation East Cambridgeshire business, Fresh & Proper has also established relationships with local suppliers to champion local produce and source those items directly.

The ‘Together with Morrisons’ proposition is designed for independent store owners with established local brands and larger stores. The first ‘Together with Morrisons’ store opened in May 2022, in partnership with Warner’s and earlier this year Jempsons opened too.

“We’re proud and honoured to be partnering with Morrisons and opening our ‘Together with Morrisons’ stores in Fordham,” Joshua James, managing director of Fresh & Proper, said.

“Our family has been running businesses in this area for over 200 years, including my father Jonathan’s first ever store and a farm shop located on my grandfather’s farm just three miles down the road from our new store. We’re really excited to continue serving the local community and offering our customers access to a wide breadth of products.”

Paul Dobson, sales director - franchise & wholesale supply at Morrisons, added: “We’re delighted to be partnering with Fresh & Proper to open another 'Together with Morrisons' store.

“We have worked closely with their team to ensure the Fordham community is getting a fantastic store with a mix of Morrisons own brand products and branded favourites and we look forward to adding local produce from local suppliers in due course."

In addition to the ‘Together with Morrisons’ model, the supermarket said the number of independent retailers opening up ‘Morrisons Daily’ stores also continues to grow.