Heavy Showers

Heavy Showers

max temp: 3°C

min temp: 2°C


Red Tractor assurance scheme plans major campaign ahead of Brexit

PUBLISHED: 10:28 29 March 2018

Jim Moseley, chief executive of Red Tractor Assurance.

Picture: Tim Scrivener/www.agriphoto.com

Jim Moseley, chief executive of Red Tractor Assurance. Picture: Tim Scrivener/www.agriphoto.com

©Tim Scrivener

The Red Tractor assurance scheme is planning a new campaign in a bid to raise public awareness of the standards which underpin the logo.

Market research carried found that shoppers would be twice as likely to purchase a product carrying the Red Tractor label if their understood more about it.

Red Tractor chief executive Jim Moseley said that, due to Brexit, UK farm-assured produce could come under even more pressure from imported food.

As a result, differentiating a UK product from an import in terms of its production standards, origin, traceability and safety had never been more important.

“The new campaign will focus on the reassurance that Red Tractor brings to consumers through its rigorous checks against the high standards of British agriculture,” he said. “We need more shoppers to know more about the food they are buying to increase active sourcing of assured food.”

The consumer research found that 80% of primary UK shoppers want to support British farmers and 69% are aware of the Red Tractor on-pack logo although only 58% say they are positively influenced by the logo at present.

The new campaign, which will involve a mix of broadcast, print and digital channels, is due to start later this year.

“The positive reputation of British farming is well deserved, built on decades of public trust, added Mr Moseley. “However, one negative story about a farm that is not complying to assurance standards 365 days a year can quickly spread to millions of consumers and undermine that trust. Now is the time for every member to do their bit and protect the integrity of the logo.”

Search hundreds of local jobs at Jobs24


Welcome , please leave your message below.

Optional - JPG files only
Optional - MP3 files only
Optional - 3GP, AVI, MOV, MPG or WMV files

Please log in to leave a comment and share your views with other East Anglian Daily Times visitors.

We enable people to post comments with the aim of encouraging open debate.

Only people who register and sign up to our terms and conditions can post comments. These terms and conditions explain our house rules and legal guidelines.

Comments are not edited by East Anglian Daily Times staff prior to publication but may be automatically filtered.

If you have a complaint about a comment please contact us by clicking on the Report This Comment button next to the comment.

Not a member yet?

Register to create your own unique East Anglian Daily Times account for free.

Signing up is free, quick and easy and offers you the chance to add comments, personalise the site with local information picked just for you, and more.

Sign up now

A conservative club that survived through two world wars is set to close next week, with its committee blaming a ‘stay-at-home’ drinking culture for the dwindling bar takings.

A garden centre that runs a popular Christmas Wonderland attraction has been criticised for making life a ‘nightmare’ for its neighbours in the run-up to Christmas.

A property investment firm created by two Suffolk councils that had come under fire for investing outside of the county has acquired its first Suffolk asset.

A nuclear reactor which uses the same technology as is planned for Sizewell C has just been successfully launched in China.

Food will be served at a popular Ipswich pub for the first time after a mother and son duo took over earlier this year.

Management Jobs

Show Job Lists

Most read

Topic pages

Newsletter Sign Up

Sign up to the following newsletters:

Sign up to receive our regular email newsletter

Our Privacy Policy

MyDate24 MyPhotos24