Red Tractor Assurance launches new look to mark 20th anniversary

Red Tractor, the UK’s largest food and farming assurance scheme, has today launched a new logo which aims to set out the credentials of the food which carries its logo.
calendar icon 22 March 2020
clock icon 6 minute read

"Created 20 years ago to rebuild trust in British Agriculture after a spate of food scares, the logo was designed to be very utilitarian. Two decades on, we are facing a new watershed moment, with the market facing huge uncertainty with the ongoing trade negotiations.

"At this time it is critical that we help shoppers to clearly differentiate which food has been produced and checked to world-leading standards from farm to pack – and the simplest way to do this is to look for the Red Tractor and the tick."

Red Tractor is a unique assurance scheme covering animal welfare, food safety, traceability and environmental protection from farm to pack. This ensures that families across Britain have access to safe and affordable food.

With over 46,000 British farmer members, approximately 75 percent of UK agricultural output is Red Tractor assured. Membership provides a route to market to the major supermarkets and some of the UK’s largest customers – resulting in over £14 billion of British produced food and drink carrying the logo.

Jim added: "The new look for Red Tractor is one of a number of new initiatives we have been working on to improve shopper understanding, increase choice and to strengthen the robustness of the scheme.

"We believe passionately that hard-pressed and time-poor Brits shouldn’t have to work hard to buy quality food they can trust, whatever their budget. And by choosing the Red Tractor, they are helping to foster a better future for British agriculture, farmers, growers and producers."

The roll out of the new logo is expected to take around 18 months as many of the UK’s popular brands update their packaging. It will be supported by a new 12-month £2 million ‘Tractor Test’ campaign, designed to increase shopper understanding of Red Tractor by getting the nation to think about the food they buy, where it comes from and how it’s been produced.

Using seasonal produce and other core categories the campaign will illustrate the journey Red Tractor food has taken, the quality of the standards and robustness of the scheme – from farm to pack.

The campaign will kick off with the popular Red Tractor TV ad running on prime-time TV, digital channels and on-demand over Easter.

The new Red Tractor Certified Standards logo
The new Red Tractor Certified Standards logo
The old Assured Food Standards logo
The old Assured Food Standards logo
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