YORKSHIRE Dales shoppers who use Morrison's stores in Skipton or Kendal are getting the best deal in Britain - despite the financial troubles attracting national newspaper headlines to the Bradford-based supermarket chain.
According to The Grocer magazine, the "bible" of the retail food industry, their customers enjoy the best produce availability and the best customer service of all the supermarket chains in Britain. It is the third year on the trot that Morrison's have won top awards in these categories.
The news comes as a boost for the chain, which boast's proudly of its Yorkshire roots - it began as a market stall - but which at present is receiving a major buffeting from City of London shareholders after taking over the failing, southern-based Waitrose chain last year. It has been forced to produce several profit warnings this year.
The news will meet a mixed reception amongst Dales folk in the smaller towns and villages. Although many flock to the huge stores, known for their competitive pricing, others says that they are responsible, along with other supermarket groups, of forcing small local food retailers out of business.