OK.
Please take it from someone who knows (as a supplier to the supermarket and grocery trade for more than 20 years) They all sell brands at within a midges of each others prices. They all sell own brands. This merchandise is very likely sourced from the same places by all the supermarkets. That's why everyone was involved in the horse meat scandal. (Morrisons tend to own more of the supply chain than the others).
You may think your favorite supermarket is better/cheaper more environmentally friendly, but you are wrong.
At least TESCO bothered their earses to show up in Caithness so I have no problem supporting them.