Sainsbury's is to remove the Red Tractor farm assurance logo from its own-brand fresh produce lines.
After reviewing its packaging ahead of changes to EU food labelling rules, the retailer –one of the UK's 'big four' supermarkets – said there were too many stickers on its products and this was confusing consumers.
Red Tractor Assurance, which has approved 79,000 farmers, said in a statement that it was 'extremely disappointed' by the decision.
It pointed to recent YouGov research showing that 60 per cent of UK shoppers actively searched for or were positively influenced by the mark.
The Red Tractor logo was designed as a mark of good food safety and environmental practices, and Sainsbury's will continue to use the standards as part of its UK sourcing policy.
