Morrisons has announced a trial of its 'British Farm Bus Tour,' offering the public a behind-the-scenes look at working farms.

According to the retailer, the tours will provide a 'unique perspective' into British farming and give participants the opportunity to meet food producers.

The inaugural tour is set for this week and will be hosted by Cumbrian beef producer Paul Coates, who supplies the supermarket.

The bus will take visitors to Barrock End Farm, a 420-acre mixed enterprise in the North Pennines near Carlisle, where cattle, sheep, and crops are raised.

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The Coates family raises 250 Beef Shorthorn cattle, a hardy, efficient breed known for its exceptional meat quality. The farm also produces lamb from over 1,000 sheep and grows arable crops, with the different elements supporting self-sufficiency.

Morrisons said tour participants will get a close look at daily farm operations and learn about sustainable farming practices.

Sophie Throup, sustainability director at Myton Food Group for Morrisons, said: "The farm bus tours will set off from stores to take the mystery out of where and how food is produced.

"We’re proud of our amazing farmers and want to show our customers the care that goes into producing the high-quality, fresh produce, dairy, and meat products that stock the shelves of Morrisons stores across the country.

"We are looking forward to hearing the feedback from our first bus trippers.”

The tours coincide with British Food Fortnight, running from September 20 to October 6.