Red Tractor set to promote quality during dedicated week
Published:  25 July, 2014

Red Tractor has urged licensees to get behind Red Tractor Week (15-21 September), saying it is a great opportunity to promote their own quality assurance credentials.

The week, aimed at promoting awareness for the logo, will be fronted by celebrity farmer, musician and food writer Alex James, formerly of indie band Blur. Red Tractor Assurance (RTA) is encouraging licensed companies not to miss out on the opportunity to make the most of the high-profile awareness campaign.

James said: “The Red Tractor logo is easy to spot and it sends a very clear message - ‘Quality food you can trust’. Looking for the logo is the simplest way to buy into sound farming practices, such as good animal welfare, certified standards and traceability. Labels can be confusing, the Red Tractor is the only one I look for.”

A new series of recipes created by Red Tractor has been developed for the week, to be released for consumer lifestyle magazines. They will show people the best ways to use Red Tractor ingredients, while highlighting the standards behind the logo.

The consumer PR campaign will mainly target 25- to 40-year-old shoppers, but RTA said it will also reach out to schoolchildren, to encourage them to think about where their food comes from. As part of the week, selected schools have been invited to assured farms to see how they operate.

RTA brand executive Georgina Park said: “Children are the next generation of shoppers, so getting them to understand where their food comes from and how it is produced, is incredibly important. Recognising the Red Tractor logo from a young age will also help close the gap between knowledge and action.”