Great chance for Tractor logo

The Red Tractor logo is facing a great opportunity following its adoption by the Agriculture & Horticulture Development Board (AHDB), Colin Smith told the BMPA conference.

Smith, chairman of Assured Food Standards, which runs the Red Tractor scheme, said the system had come on leaps and bounds since its inception in 2000.

He pointed out that major brands, such as Nestlé and Bernard Matthews, were now using the Red Tractor logo and it was benefiting from that increased exposure and the big brands' marketing budgets.

However, he said the adoption of the logo by the AHDB, subject to state aids approval, would give it a big boost and that the use of a single logo across all the commodity sectors represented by AHDB would help achieve clarity and avoid confusion for consumers.