Red Tractor motors on

Assured Food Standards - the independent organisation set up to manage the Red Tractor food assurance scheme - reports that the Red Tractor logo is now on product with an annual retail sales value of £6.4bn, a rise of over £1bn in the last twelve mon


"In the past year, fifty new businesses have joined the Red Tractor scheme in addition to a significant growth in the number of own-label lines carrying the logo," said AFS Chairman, Colin Smith.

"The independent endorsement that Red Tractor provides is key for the companies that license with us. It gives the consumer complete confidence about the strict standards of production upheld by Red Tractor and the inclusion of the Union flag means they can be absolutely sure the food is UK farmed. This assurance about origin come from strict licensing rules and regular trace back checks."

Recent announcements of new products featuring the Red Tractor include Quality British Turkey while Country Life butter and milk continues to use Red Tractor to support new products and promotional activity.

Assured Food Standards has invested in a consumer push to raise the profile of the Red Tractor logo and what it stands for with the UK consumer. The launch of a Media Information Service and a new consumer microsite, www.myredtractor.co.uk, aimed at parents and children is helping to inform and educate consumers about Red Tractor.

Red Tractor Week, which ran in July, succeeded in reaching three out of five UK Mums and generated the support of major retailers such as Tesco, Sainsbury's and Budgen's who ran a range of in-store promotions during the week. This included pack stickers, point of sale and recipe demonstrations with Red Tractor Week ambassador, celebrity chef James Tanner.

"Red Tractor Week gave us the opportunity to provide a focus for the brand and get our messages out to consumers via the media and the retailers. As a result, we have had a number of new business enquiries which extend into the foodservice sector," added Smith.

Red Tractor will continue its marketing programme with seasonal activities and news generation to communicate to household shoppers via the media and its website.

"Red Tractor's success is dependent on the support of the whole of the food chain and we are delighted by the encouragement they continue give us," said Colin Smith.

"Not only are we regularly getting new licensees aboard the Red Tractor scheme, we are taking the message to the consumer as part of our long term strategy to place Red Tractor at the heart of the shoppers decision making.

"Red Tractor is a remarkable alliance of producers, processors and retailers to deliver comprehensive food standards at every critical stage from farm to pack and we are committed to evolving and strengthening the Red Tractor food assurance scheme now and into the future."