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From your farms to Tesco trolleys | New interim Chair announced
Promoting your British Red Tractor products to consumers is a really important way in which we can deliver value to you, through improved market access and encouraging shoppers to preferentially select your produce.
To support this, our retail advertising campaign is well underway, appearing on outdoor advertising sites and trolleys in selected Tesco stores nationwide.
The outdoor advertising is running in two-week bursts across 280 stores throughout the summer, with each burst appearing within 50 metres of selected Tesco stores. To maximise reach, the selected stores will vary for each burst of the campaign. A second burst of trolley advertising will begin in early July and will run for six weeks in more than 200 Tesco stores..
This exciting form of retail advertising is brand new for Red Tractor and we shall be closely measuring its effectiveness in the coming months. Specifically, how it drives awareness of and trust in Red Tractor assured products. We will provide you with the campaign results as soon as we have them.
Editor's note: We are currently piloting this location based and in-store specific advertising activity. If successful, we will look to extend this activity across other retailers.
Cumbrian sheep farmer Alistair Mackintosh has been appointed by Red Tractor's Ownership Body as Red Tractor's interim chair.
This follows Christine Tacon's decision to step down following her appointment to the Co-op's Board. Alistair Macintosh said: “I’m honoured to be asked to act as interim chair. Christine has made a huge contribution to Red Tractor and I look forward to continuing her work.
“As a farmer, I’ve seen the huge benefits that Red Tractor has delivered since its establishment in 2000. I’m totally committed to rebuilding farmers’ trust in Red Tractor, fully engaging with the review into farm assurance and working to demonstrate the value that Red Tractor brings to farmers like myself.”
Alistair will take on his role as interim Chair on 1 July 2024.
ABOUT THE RED TRACTOR OWNERSHIP BODY
Red Tractor is a not for profit company limited by guarantee (£1) and its owners are known as the Ownership Body (or “the Owners”). They represent the entire supply chain that Red Tractor provides assurance for. There are six owners – Agriculture and Horticulture Development Board (AHDB), The National Farmers Union (NFU), NFU Scotland, The Ulster Farmers Union (UFU), Dairy UK, the British Retail Consortium (BRC). There is also one observer, the Food and Drink Federation, which sits as an observer at the meetings, bringing the insights from the branded food manufacturers.
The Ownership Body provides the guarantee, appoints the Chair and Directors and, where necessary, the Owners can amend the Company’s Articles of Association. It meets twice a year and delegates all responsibility for the management of Red Tractor to the Board of Directors, who may exercise all the powers of the Company.
