Morrisons has done the right thing putting customers and colleagues ahead of profits - Ros Snowdon

These include this week’s decision to slash the price of more than 400 of its most popular items to make good food affordable for families this autumn.

The Bradford-based firm said that with the UK now in recession and some family budgets under pressure, it will reduce the prices of the 400 essentials by an average of 23 per cent.

David Potts, Morrisons’ chief executive, said: “It’s been a tough year for many families who find themselves stretched.

“To play our full part in feeding the nation, we’re cutting prices and holding them low to make our food more affordable for everyone. These are not short term promotions. These are price cuts that are here to stay.”

Throughout the pandemic, the firm has put customers first. Other initiatives include this week’s announcement that Morrisons and McCarthy & Stone have partnered up to offer the supermarket’s doorstep delivery service to the nation’s retirement communities.

This will give the nation’s grandparents access to supermarket deliveries via an easy to use phone line - an essential tool for senior citizens who don’t have access to the internet.

It will also mean they don’t have to mask up and visit a grocery store, which will help protect society’s most vulnerable members.

With their first order, McCarthy & Stone homeowners will also receive a complimentary bunch of flowers.

On the subject of flowers, Morrisons has also doubled the number of fully-qualified, expert florists in its stores to 300 this autumn as flower sales soar during the pandemic.

Google data has shown that flowers have been one of the country’s most popular online purchases during lockdown, with online searches up 277 per cent. We have all needed cheering up during this grim time and a value-for-money bouquet has meant the world to senior citizens who are having to self isolate.

In July, Morrisons reopened 320 cafes in England, with competitive prices and social distancing measures to keep customers safe. It has protected customers with the installation of 11,000 free-standing perspex screens so they can eat in neighbouring booths safely and prices of favourites such as fish & chips were reduced to encourage customers to visit Morrisons cafes.

These initiatives appear to be paying off and tomorrow Morrisons will announce half year results.

All the indications are that its proactive attitude to helping customers get through the pandemic have been a big success. It has sacrificed its short term profits for the good of the country.

The latest Kantar data shows that Morrisons is the fastest growing big four retailer, with sales up 16 per cent.

Analyst Clive Black at Shore Capital reckons that Morrisons’ price cuts reflect a business that is in tune with its customers - shoppers who are facing the challenges posed by the coronavirus crisis as well as the uncertainty surrounding Brexit.

He believes Morrisons has shown how commerce and society can work well together through a period of crisis, adding that the firm appears to “firing on all cylinders”.

“Morrisons has delivered an amazing outcome at pace, doing the right thing for its customers, suppliers, the NHS, employees and wider society,” said Mr Black.

He believes Morrisons’ pre-tax profits will fall around 28 per cent to £142.5m, as a result of the Covid-19 costs.

Mr Black said: “Morrisons’ CEO, David Potts, has spoken of his front-line workers as ‘heroes’ and how true he is; his staff literally put themselves on the line at the commencement of the coronavirus crisis.

“Morrisons has reflected that bravery in an annual pay rise, but also support for the NHS, the vulnerable and its small suppliers. It is doing the right thing at considerable cost.”

Sometimes, firms have to swallow a bitter pill when it comes to profits in order to do the right thing. Morrisons has embodied that.