Morrisons Trade Briefing 2026
09 June 2026, 8:00 AM - 4:00 PM BST
Harrogate Convention Centre, Kings Road, Harrogate, HG1 5LAKeeping the magic alive: unlocking growth together
Join us for the Morrisons Trade Briefing 2026 from IGD, where the retailer’s senior leadership will reveal the next phase of their strategy to drive volume, grow market share, and continue transforming the shopper experience.
Following a landmark year, Morrisons is set to build on the momentum of its “Morrisons Magic” strategy – with a renewed focus on simplicity, value, and innovation.
What to expect
At this year’s briefing, the Morrisons leadership team will share strategic updates, highlight key growth opportunities, and outline how suppliers can play a vital role in delivering the next chapter of Morrisons Magic.
Expect updates on:
Evolving the customer offer
Driving volume and loyalty
Expanding the convenience, wholesale and online footprint
Championing quality and innovation across all categories
The headliners
Rami Baitiéh
CEO, Morrisons
Andrew Staniland
Group Trading Director, Morrisons
Why attend?
Get ahead of the curve with insight into Morrisons’ key strategic priorities
Understand where your business can grow with Morrisons across multiple formats
Build stronger relationships and open new doors through shared ambition
This event is a must for:
Existing and prospective Morrisons suppliers
Brands and manufacturers across all categories
Innovation, category, sales and commercial leads looking to partner for growth
Ticket prices
| In-person | Live stream |
Member | £500 | £250 |
Non-member | £750 | £350 |
*Small business | £275 | £200 |
What’s included
| In-person | Virtual |
Hear the latest strategic updates from the Morrisons leadership team. | Yes | Yes |
Watch and replay selected presentations on-demand in your own time. | Yes | Yes |
Hear an economic update and forecast from the IGD team. | Yes | Yes |
Access the virtual event platform for pre and post content on-demand. | Yes | Yes |
Put your questions to the Morrisons leadership team during a live and interactive Q&A. | Yes | Yes |
Have face to face conversations with the Morrisons senior management team and make connections with the Morrisons buyers. | Yes |
|
Opportunity to pre-schedule 1-2-1 meetings. | Yes |
|
Attend breakout sessions and engage with category content at the event. | Yes |
|
Advance access to the event app to enable you to plan your day and maximise your event experience. | Yes |
|
Prices displayed ex-VAT, IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise. All bookings are subject to your acceptance of the IGD Terms& Conditions and Privacy Policy. This event is designed for current or potential suppliers and manufacturers of goods for sale in Morrisons stores. Your identity data will be used by IGD and shared with Morrisons for the purposes of administering the event, including in the Morrisons Trade Briefing platform / app for a) in a delegate list; and b) allowing other delegates to send you messages within the platform / app. IGD and Morrisons reserve the right to reject any order at their discretion.
*Small Business Rate
As part of IGD’s commitment to help small business to grow, IGD is offering a small business rate for this event.
To qualify for a discounted rate you will need to be a small manufacturing business with a global turnover of less than £10 million. Please note this is not your annual turnover with this retailer and is only available to manufacturing businesses. Place your order above and email your annual global turnover to [email protected], or get in touch if you have any questions.
Cancellation Fees
Cancellations to be confirmed in writing.
Over 30 days notice – Full refund
15 – 30 days notice – 50% refund (or transferred to virtual ticket)
Less than 15 days notice – No refund / transfers
Please email [email protected]
General information
Overview
IGD and Morrisons, working in partnership are keen to create connection and conversation in a face-to-face setting. Morrisons will share their progress on their strategic priorities and plans for the year ahead.
What's the format of the event?
In-person option:
A dedicated session with the Morrisons leadership team on strategic priorities and plans for the year ahead
Put your questions to Morrisons’s leadership team during a live Q&A
Our event app provides advance access, giving you time to prepare for the event and gain the most from the programme and venue on the day
Opportunity to preschedule 1-2-1 meetings
Attend breakout sessions and engage with category content at the event
Live stream option:
View the keynote session with the leadership team on the strategic priorities and plans for the year ahead
Put your questions to Morrisons’ leadership team during the live Q&A
How do I book 1-2-1 buyer meetings?
The Morrisons Trade Briefing 2026 from IGD offers a valuable opportunity to connect directly with a Morrisons buyer - whether you’re strengthening an existing relationship or engaging with a prospective partner.
As the event approaches, you will have the chance to book a 1-2-1 meeting slot with your preferred buyer* through our dedicated 1-2-1 booking system.
Important Information:
Morrisons colleagues manage their own schedules, and meeting requests are accepted or declined at their discretion.
To maximise your chances of securing a meeting, we strongly recommend booking as soon as the system goes live. You will receive an email notification when booking opens.
Approximately 200 Morrisons buyers will be in attendance. If your preferred buyer is unavailable or not attending the event, you will have the option to search by category to find an alternative contact.
*Please note: Buyer availability is subject to change, and meeting slots are allocated on a first-come, first-served basis.
Where is the event taking place?
The Morrisons Trade Briefing from IGD is being held at Harrogate Convention Centre, King's Road, Harrogate HG1 5LA.
Is there a dress code?
Most attendees opt for business casual, we would certainly suggest comfortable shoes as you move around the venue.
Can I get access to the recordings and presentations after the event?
Yes, abridged presentations and content will be available to view within 5 working days of the event ending. You will receive an email once slides are accessible via our virtual event platform and your MyEvents section of IGD.com. Keynote session recordings (excluding Q&A’s) will be made available on the platform for 10 working days after their release, after which the virtual platform closes.
Booking details & communication
I am registered for the event but haven’t heard anything in a while. What should I do?
All communications regarding the event will be sent via [email protected]. If you feel you have missed any communications, please reach out to [email protected]
I can no longer attend, could I please get a refund? Would it be possible to transfer my ticket to someone else?
A reminder of our refund policy:
Over 30 days notice - Full refund
15 - 30 days notice - 50% refund (or transferred to virtual ticket)
Less than 15 days notice - No refund
If you wish to transfer your ticket to a colleague, this is free of charge, please send over their details as well as those of the individual they will be replacing, to [email protected]. Please make sure the request is with us one week prior to the event to ensure access to the event app and virtual platform.
Can I make a name change?
Name changes remain free of charge, we do ask that your request is with us one week prior to the event date, to enable access to our event app. Name changes must be made in writing to [email protected].
Could I please get a VAT receipt?
A receipt will be sent to your company’s finance department once your order has been processed. If you would like a copy, please send your order number & request to [email protected].
Our responsibilities to you
How do I communicate my accessibility needs?
We are committed to providing a welcoming and inclusive event experience for all attendees. If you have an accessibility-related requirement or request for this event, please let us know in your registration profile (which you’ll be sent once your ticket has been purchased).
For more information, please contact [email protected]
What is your commitment to diversity and inclusion?
Inclusion and diversity are fundamental to our culture at IGD. The following measures are in place to support attendees feel included at our events:
Include your gender pronoun on your badge, via your registration profile (which you’ll be sent, once your ticket has been purchased).
A dedicated inclusion and diversity room will be available, please do email [email protected], for further details
How does IGD ensure that I am kept safe at this event?
IGD is committed to providing safe and secure environments for our attendees. All local and national authority guidance and regulations will be adhered to by IGD and the venue team.
What is IGD doing to reduce the carbon impact of this event?
IGD and Morrisons have worked to minimise our environmental impact wherever possible, the following measures are in place to continue our mission in this area:
Access to our interactive Event App
Using recycled, recyclable, and biodegradable materials where possible.
Minimising food waste
Monitoring and reducing our carbon footprint year on year
You can help support this mission by considering the following options:
Travel by public transport to the event.
Reduce travel for meetings: Utilise your time in Harrogate to conduct other meetings around this event.
Lanyard reuse: Please drop your badge and lanyard back to us at the end of the day, so we can clean and reuse this.
Key event contacts
General enquiries – [email protected]