UK - The UK farming industry is uniting to support Red Tractor Week this September as an autumn campaign dedicated to promoting great, British food gets underway.
Now in its fifth year, Red Tractor Week (12 to 18 September) includes a huge programme of activity designed to highlight the provenance of Red Tractor food to shoppers and remind them of the stringent standards that are used to produce it.
Farmers will be taking part in events at major supermarkets up and down the country to talk to the public about how British food is produced, backed up by a huge on-pack sticker promotion. Industry bodies will be spreading the message to their own audiences through digital and social media activity.
This year the event kick starts the Celebrate Great British Food campaign which runs throughout the autumn. Announced in April – and backed by UK Government – the programme of activity sees a whole range of farming organisations coming together with a clear message to consumers to look for the Red Tractor when they buy their food.
Environment Secretary Andrea Leadsom said: “Whether it’s beef from the hills and pastures of the West Country or Yorkshire’s famed Wensleydale cheese, British food is renowned around the globe for its quality, innovation and tradition.
“The Red Tractor logo is an iconic symbol of this – assuring shoppers that their food is traceable, safe to eat and produced responsibly.
“It’s wonderful to see our world-leading food and farming industry joining forces to encourage everyone to shop smart and support British farmers.”
Events include the NFU’s Back British Farming Day on Wednesday 14 September, British Food Fortnight, which starts on 17 September, and British Sausage Week which gets underway on 31 October.
Andrew Blenkiron, Suffolk farmer and vice-chairman of Assured Food Standards, said: “Everyone has played their part to make sure that the farming industry is united behind a single, simple message to consumers which is to support Red Tractor food.
“This autumn’s coordinated campaign of activity gives the farming and food industry a huge opportunity to communicate the values of British food.
“People will be able to get an even better understanding of the standards that British farming adheres to, further increasing consumer loyalty and the purchasing of Red Tractor labelled products.”
The campaign sees the farming industry uniting in a concerted effort to educate consumers and raise the profile of British food.
The NFU, NFU Scotland and Ladies in Pigs have mobilised their members to ensure a strong presence at in-store retailer events up and down the country during Red Tractor Week, while the AHDB will feature the on-pack sticker promotion in television advertising during its four-week beef and lamb mini-roast campaign, starting in mid-October.
Further support is being provided by the National Federation of Young Farmers Clubs, National Pig Association, Ladies in Beef and the National Sheep Association.
In store, Red Tractor is launching its biggest ever promotion designed to give food shoppers a taste of what it is like to live close to where their food comes from. On pack stickers, giving shoppers the chance to win £300 of Premier Cottages UK mini break vouchers every day for 70 days, will be found on Red Tractor assured products in all of Britain’s major supermarkets.
Farmers are encouraged to get involved in events running throughout the week at major supermarket stores across the UK, where farmers will be talking to shoppers about Red Tractor and what it means.
Free materials to help farmers talk to the public are available to order through the Red Tractor Marketing Tool Kit here, as well as a guide to engaging with shoppers through Facebook, Instagram and Twitter, and a campaign consumer postcard for inspiration on what to say.
For farmers wanting to get involved in Red Tractor Week, information is available online at www.redtractor.org.uk/redtractorweek
ThePigSite News Desk