Red Tractor bids to become the flagship for British food and farming | Red Tractor

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Red Tractor bids to become the flagship for British food and farming

Added 11 Sep 2018

MAJOR INVESTMENT TO BROADEN SCHEME, STRENGTHEN INSPECTION REGIME AND LAUNCH FIRST EVER TV ADVERTISING CAMPAIGN

Red Tractor is announcing today its intent to substantially increase the breadth of its food chain assurance regime in a bid to become the flagship of British food and farming.  

In a significant move, Red Tractor announces that it will create a new suite of additional ‘Modular Standards’, to sit alongside its current robust core offering. The new modules could cover areas such as organic, environmentally sustainable production or enriched animal welfare and will be launched with a consumer-facing labelling system to improve clarity for shoppers.

Red Tractor’s current standards are already world-class and will remain at the core of what Red Tractor does. The additional modules will give consumers the confidence that whatever their food choice, there is a Red Tractor label to satisfy their demand for traceable, safe, responsibly produced food.

Red Tractor is also strengthening its farm inspection programme with measures such as the introduction of more unannounced inspections to improve the integrity of the scheme. Red Tractor believes that the changes are a vital component in maintaining the trust of consumers and promoting the high standards of UK farming and food production.

Consumers already value Red Tractor and the developments we have announced will further enhance the credibility and trust they place in the logo.

Jim Moseley, CEO, Red Tractor Assurance, says; “I believe that this is one of the most exciting times in Red Tractor’s 19 year history and I am very proud to be leading us through these changes.”

“Our vision is that Red Tractor is seen by shoppers, farmers and the food industry as the flagship of British food and farming. Red Tractor is already a world-leading assurance scheme; however, we are constantly strengthening our standards in line with scientific advances and consumer demand. We know shoppers are increasingly looking for more informed choice and simple signposts to traceable, safe and responsibly produced food, which is why we are looking to extend the remit of Red Tractor. Increasing confidence in Red Tractor and the entire UK food industry is vital, particularly as we approach Brexit.”

Red Tractor will communicate to consumers what sits behind the Red Tractor logo through a £1.5m national TV campaign, supported with print, digital and in-store activity.  The campaign launches on 12th September. 

Moseley added; “We know consumers are twice as likely to look for Red Tractor products if they know more about what it stands for, which is why it is vital we invest in large-scale communications to tell them what we do.”

New ‘Modular Standards’
  • Offering additional modules of standards such as organic, environmentally sustainable production and enriched animal welfare within the Red Tractor scheme
  • Recognises consumer demand and recognises the capabilities of the Red Tractor system to offer robust farming standards, whatever the farming system.
  • Modular Standards targeted to launch in 2019     
Increased Unannounced Inspections
  • Our objective is that every Red Tractor member adheres to every standard every day. Failure to do so risks expulsion from the scheme.  We know that unannounced inspections add significantly to the trust consumers place in the way their food has been produced
  • The vast majority of Red Tractor farmers do an excellent job every day. However, those farms that fail Red Tractor standards will find themselves the focus of a tougher inspection regime with greater inspection frequency and unannounced inspections
  • The new tougher regime has been in development for the last 12 months and will begin in November 2018 for full roll-out across all farms in 2019     
TV Advertising Campaign
  • £1.5 million investment in TV advertising launching 12th September 2018
  • Designed to increase shopper understanding of what the Red Tractor logo means and the lengths it goes to, to ensure traceable, safe food that is farmed with care.
  • Created by Mackinnon & Saunders, the artists who brought you among other things, the Fantastic Mr Fox.
For further information please contact Helen Trevorrow (0794 000 9138) or Vicky Hague (07921 060 112) or email [email protected]
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