At first glance, Potts’ comment may seem surprising, given that Morrisons’ interim pre-tax profits slumped 28.6% due to coronavirus-related costs and a 70% slide in its £3.5bn fuel business during lockdown. 

However, despite spiralling costs and a big consumer shift to online grocery spending, Potts clearly believes Morrisons’ – and other food retailers’ –  best period lies ahead. He was adamant Morrisons would make a profit in the second half of the year and declared the pandemic had effectively kickstarted a new period of prosperity for supermarket groups.