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NFU President Meurig Raymond said: “This is a welcome first step. We need Morrisons to make sure there is plenty of resource available to promote this product. It must also be displayed prominently in-store.

"We have also had discussions with Morrisons about how it can introduce further initiatives to support dairy, including cheese, butter and yoghurt. We will continue to urge Morrisons and all retailers to ensure that farmers from all sectors who supply their food get a fair price.”