In conversation with Sophie Throup

In this week's podcast, Patrick talks to Sophie Throup, the Head of Agriculture, Fisheries and Sustainable Sourcing for Wm Morrison plc. Morrisons is the UK's 4th largest supermarket chain, with almost 500 stores across the country. Patrick is keen to gain a clearer understanding of one of the major influencers of our food systems: the consumer. Are customers actually interested in the provenance of their food? Do they understand the weight of their purchasing power, and the impact of their choices on wider food systems? Throughout the conversation, Sophie explains that in reality, there is no simple answer to such questions. The topics of customer demand, and the corresponding supermarket supply, are of course part of a far more complex picture, in which various external factors come into play.