Budgens has become the first retailer to back the new Red Tractor promise campaign with the first messages going out on strawberries and raspberries.
The move will see farmers, suppliers and retailer promises featured on packaging and promotional material, alongside the remodelled Red Tractor logo, throughout the retailer’s stores from June 9.
Some of the promises on pack include: “I promise to check every pack before it leaves the farm,” James Knaggs, Newmafruit Farms, Essex.
Another, from Steve Carter, Budgens’ fresh food controller, says: “We promise that all our strawberries are 100 per cent British.”
The retailer said the launch of the campaign highlights its commitment to UK producers and added it plans to roll out the programme to other produce later in the year.
Barry Williams, trading director, said: “Budgens is a long-standing supporter of the Red Tractor symbol and we’re very excited about this latest development, which is totally in line with our British sourcing policy.
“We’re delighted to be the first retailer to sign on to the promises campaign and to get the promises onto produce and out into our stores.”
The move has been welcomed by farming leaders. Tim Bennet, president of the National Farmers’ Union, said: “The Red Tractor logo is a vital tool for Britain’s farmers and growers.
“It communicates to consumers the rigorous, independently inspected standards to which our produce is subject at all points of the food chain and helps them make the conscious choice to buy British.”
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