Food assurance bosses are calling on the fresh produce industry to make a cash commitment to support the Red Tractor consumer promotion campaign.
As Budgens prepares to become the first retailer to pledge its support to the new Red Tractor Promise campaign, Bev Wilson, marketing director with Assured Food Standards, called on the fresh produce sector to “put its money where its mouth is”.
She said AFS, the body behind the scheme, felt it has gone as far as it could without a promotional fund to keep the Red Tractor riding high in the consumer consciousness.
The organisation is now looking toward the entire food sector to get behind the logo and help fund an above-the-line promotional campaign.
“Contrary to what most people think in the sector, Red Tractor doesn’t come with a pot of cash for promotion.
“The logo owes its current profile to voluntary promotions by stakeholders and retailers. Without the limited resources of bodies like the National Farmers Union there would be little in the way of publicity or promotion.”
She said it is amazing to think that the logo, which recently underwent a redesign, has a one in three level of public recognition, off the back of just £100,000 annual promotional spend.
AFS is now looking to sectors like the fresh produce industry to put its hand in its pocket and take the campaign forward. “While we’ve got good recognition at present, I don’t believe it’s very likely that we’ll make any further movement. That requires a promotional budget.”
Wilson said they will be looking at sector bodies such as the Fresh Produce Consortium and British Summer Fruits and other associations to help raise funding.
“The Red Tractor logo has proved it’s got a good shelf life. It now remains to be seen whether the industry is prepared to put its money where its mouth is.”
She said the retailers are now falling over themselves to get the new logo on pack and welcomed the move by Budgens to be the first retailer to embrace the Promise campaign.
“Budgens will be the first to use real farmers’ promises on its packaging and we’re delighted with this commitment from the retail end of the industry because it shows the investment from the suppliers has paid off.”
Details of the retail launch, scheduled for June 10, remained hazy, but it is thought the Promise campaign will initially be launched into store on soft fruit.
Barry Williams, Musgrave Budgens Londis trading director, said: “Budgens is a longstanding supporter of the Red Tractor symbol. We’re very excited about the latest development, which is totally in line with our British sourcing policy.”
Tesco, meanwhile has also announced plans to raise the Red Tractor profile with shoppers through a Clubcard mail out, point of sale material in the produce department and featuring the logo on Tesco TV in 100 stores.
