General manager Martin Bell said: “We have more skilled craftsmen and women on our counters than any other supermarket and pride ourselves on the knowledge and advice that they can offer to customers. They have the specialist knowledge to fillet a fish, make sausages from scratch or bake a bread loaf.

“Traditional skills and the provenance of food have come to the forefront of customers minds in the wake of the horsemeat scandal and we’re proud that we can tell customers that the meat on our butchers counter is 100 per cent British.”

Existing staff are also receiving training in food and wine matching so they can recommend good combinations to customers.

“All of our staff have benefited from training which in-turn benefits our customers as we can offer the best advice and tips on how to prepare and cook the food we sell,” said Martin.

Morrisons' new fresh herb display.