Shepherds Purse Expands Morrisons Cheese Listings Nationwide

Shepherds Purse, the independent cheesemaker based near Thirsk in North Yorkshire, has secured wider distribution for two of its blue cheeses at Morrisons. Harrogate Blue and Yorkshire Blue were introduced across more than 300 of the supermarket’s UK stores last month for the Christmas trading period.

The products are being sold in newly designed 150g packs. The launch makes Morrisons the first retailer to carry Shepherds Purse’s new packaging format and gives Morrisons customers nationwide access to a second cheese from the producer. The supermarket first stocked Yorkshire Blue in its Yorkshire branches in the early 2000s before extending it nationally through its Market Street cheese counters.

The packaging is the company’s first major brand update in more than a decade. Shepherds Purse developed and tested the format for two years. It uses a recyclable tray and a cardboard sleeve, and the company says the design is intended to lengthen shelf life, simplify opening and resealing, and improve visibility on the shelf.

Caroline Bell, joint managing director of Shepherds Purse, described the national listing of Harrogate Blue alongside Yorkshire Blue as a milestone for the family-owned business. She said the company had worked with Morrisons for more than 25 years and that the new packs were designed to be more sustainable, preserve the cheese for longer and support more efficient production as demand increased.

Bethan Oliver, Morrisons’ speciality cheese buyer, said the retailer was building on its 25-year relationship with Shepherds Purse. She said customers valued regional cheeses and that Morrisons was pleased to be the first retailer to offer the two award-winning products in the updated packaging ahead of Christmas.

Shepherds Purse was founded by Judy Bell MBE in the 1980s and is now managed by her daughters, Caroline Bell and Katie Matten. The company produces ten handcrafted cheeses using milk from cows, organically farmed cows, sheep and water buffalo. Its products have received awards in national and international competitions and are also sold through supermarkets including M&S, Waitrose and Booths, as well as farm shops, independent delis, specialist cheese retailers and the company’s online store.