WM Morrison Supermarkets, the United Kingdom's fourth largest retailer, has the distinction of being the only vertically integrated grocer in the British seafood sector. This move, though a "tough one," has resulted in greater profitability by cutting out middlemen such as processors and suppliers.
The retailer's seafood production plant in Grimsby, UK, which started production on Sept. 3, has freed up the time of the retailer's 1,000 plus in-store fishmongers to interact with and educate customers, in order to get British people to eat more seafood.
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