Morrisons.

I shop often and enjoy the experience as an economics lesson. I am leaning towards Morrisons which is the supermarket that came out worst in a recent Consumer Association poll. Morrisons is a Yorkshire supermarket and never lets us forget it! Yorkshire people pride themselves in their common sense and authenticity- good values for a supermarket.

The store has ‘market street’ which is a mock village high street with a bakery, cake shop, butcher and so on. It has the most award winning own brand items of any supermarket and 'Wonky veg' is on sale at a discount. The ambience of my own store is very good.

I estimate the store spends around 1% of total turnover to public initiatives. This is mainly done by building long term relationships with farmers so they can invest long term in food quality. There is some charitable giving but not much. Most meat is UK sourced meaning animal welfare rules are enforced. There is a loyalty scheme but nothing to get excited about as points. are issued to the value of half a penny to the pound.

Prices lie halfway between the legacy retailers such as Tesco and the deep discounters.

• Waitrose is very supportive of fair-trade.