Red Tractor returned to TV screens across the UK in December, encouraging consumers to look for the Red Tractor when they shop.
During the festive period, our TV advertising campaign reached 27.3 million adults, featuring in popular shows such as ‘I’m a Celebrity...Get Me Out of Here!’ and ‘The Masked Singer’.
Building on this momentum, our new digital display adverts will be appearing outside selected Tesco stores throughout February and March. These adverts will reach an estimated 3.9 million shoppers, ensuring Red Tractor is front of mind as they shop.
Our advertising continues to play a crucial role in strengthening awareness of Red Tractor; and building consumer understanding of the value of assured food, and the rigorous standards that go into producing it.
Throughout February, NSF one of our 4 certification bodies licensed to carry out Red Tractor audits, hosted several assessor engagement days in Telford, Wetherby, Huntingdon and Taunton.
Members of the Red Tractor compliance team attended these meetings to provide fundamental updates to assessors.
These engagement days are essential for ensuring assessors are aligned with Red Tractor standards, expectations, and ensure that the assessment process is consistent for all members. They also offer a valuable platform for assessors to share their knowledge and experiences, provide guidance to new assessors, and discuss various scenarios that have arisen.
Events such as these are key to maintaining assessor’s awareness of the schemes and standards, they deliver assessments against.
This spring, Red Tractor will be hosting training days for dairy assessors to keep them updated with industry-recognised training around welfare assessments, delivered by the scheme owners Assurewel.
Training days offer an excellent opportunity for assessors to interact with Red Tractor technical and compliance teams in a forum where any questions regarding standards or other concerns can be raised. Red Tractor is keen to ensure the professionalism of the assessors is retained and recognised, and undertaking industry recognised training aids with this.
This February, we were proud to support the Farm Safety Foundation with its 8th annual Mind Your Head Campaign.
The Farm Safety Foundation brings together over 400 farming organisations from across the UK to raise awareness and drive change around mental health within the industry. This year, the campaign coincided with Valentines Day and therefore the theme was centred around resilience, positivity and love.
Watch: NFU Deputy President and Red Tractor Board Director David Exwood backs campaign
2024 was an extremely challenging year for the agricultural industry with challenging weather conditions affecting harvests, rising input costs and changes to government policy, these additional pressures have created a greater need for farm business owners and workers to take care of both their mental and physical health.
This campaign wishes to remind the industry that although there are bad days, there will also be good days. In the more challenging times, there is help available and normalising the conversations around how we feel and proactively seeking support is to be encouraged.
More information on the core themes of the campaign and support available can be found on the Yellow Wellies website and further resources for Red Tractor farmers can be found here, visit our support hub.
Let's break the stigma and start the conversation.
