News in brief
Latest updates from Red Tractor
Red Tractor welcomes both the NFU reviews into farm assurance schemes that were announced this month.
The NFU announcement explained that: “The first will examine the governance of Red Tractor; the second will look more widely at farm assurance.”
Read NFU's statement
The team at Red Tractor will cooperate fully to ensure openness and pace. Red Tractor wants to make sure assurance is fit for purpose in the years ahead.
It is great to see support from AHDB who said: “We at AHDB are ready to support discussions over the future development of farm assurance to ensure there is confidence in the way standards are being set and that they deliver value to all.”
Read AHDB's statement
We're also very grateful to all the members who have expressed their views to Red Tractor recently. The last several weeks have clearly given us a great deal to consider and your feedback is an important part of that.
Earlier this month, the Red Tractor leadership team met with Beef and Lamb members in Taunton.
The team wanted to hear feedback on a broad range of issues concerning Red Tractor. The meeting provided a platform for open communication between Red Tractor and members who brought valuable insights and suggestions.
At the same time Red Tractor was able to share important information about the organisation’s goals and challenges. Members welcomed the opportunity to have their say, and Red Tractor agreed to look at organising more similar sessions across sectors and regions next year.
Red Tractor was awarded Best Marketing Campaign at this year’s Fresh Produce Awards for our 2023 ‘Farmed with Care’ TV and online advertising campaign.
The award category recognises outstanding marketing initiatives in the fresh produce industry. Our campaign fulfilled the primary objective of increasing consumer understanding of Red Tractor. This was achieved by communicating the care and passion that Red Tractor farmers and growers put in to producing quality British food to Red Tractor standards every day of the year.
The advertising campaign provides shoppers with reasons why they can be assured that food with the Red Tractor logo is safe, traceable and farmed with care. It reassures them that Red Tractor produce can be found in almost all major supermarkets at all price ranges. The Wallace and Gromit stop-motion production style also stands out from other supermarket adverts, improving the memorability of Red Tractor’s adverts.
The latest YouGov survey, completed after the September advertising campaign had been on TV and online, showed that 76% of UK consumers are now aware of the logo and that in the last 12 months, an additional 1.2 million UK shoppers trust Red Tractor.
