Red Tractor recognition grows

More than two-thirds of UK shoppers claim to support the Red Tractor (RT) mark, according to a new survey by YouGov.

The study revealed that 64% of shoppers said they supported the mark and were positively influenced by it when choosing food, up 16% on the previous year.

The research also highlighted a significant increase in consumer understanding of the RT logo’s core values compared with 2011, with a third of primary shoppers referencing “food safety and traceability…knowing where your food has come from” as important to the logo, an increase of 13%. More than half of respondents (60%) also said they wanted to see the RT logo more on the front of packs.

Richard Cattell, RT’s head of marketing, said; “We are really pleased with the findings from YouGov’s research. The results demonstrate that Red Tractor is increasingly being recognised by consumers, with the majority of key shoppers understanding that Red Tractor stands for safe, quality food with a guarantee of origin. With support for the logo from just under two-thirds of UK shoppers, people are increasingly understanding that Red Tractor makes a difference.”