Red Tractor ‘can behave more like a brand’ to attract trade post-Brexit

NFU Conference Day 1: Jim Moseley, chairman of Assured Food Standards, is the second from left. Rut

NFU Conference Day 1: Jim Moseley, chairman of Assured Food Standards, is the second from left. Ruth Mason from the NFU�s Food Chain team (centre) chaired the session. - Credit: Archant

A British farm quality assurance scheme has the chance post-Brexit to behave “more like a brand” but needs the whole industry to get behind it, its chairman says.

Speaking at the National Farmers’ Union Conference, Jim Moseley, chairman of Assured Food Standards, which runs the Red Tractor logo scheme, said the standards it represents is “something British food can hang its hat on and use as a selling point”.

With the need to open up trade destinations, there was significant potential to use the scheme as a unique selling point for British food and drink, he said.

“The standards that Red Tractor food is produced to run right the way through the supply chain,” he said. “As consumers become more aware of what the logo stands for and continue to see it as an indication of provenance then they may actually seek out Red Tractor products even more than they do today.”