The Little Red Tractor programme will use the donation to recruit more farmers and growers onto valuable farm assurance schemes and to enhance the profile of what has become the most visible retail symbol for farm assured food.

As part of a comprehensive support package, a national farm assurance conference is also planned for the later in the autumn to examine the market success of the Little Red Tractor logo and to report on the progress made in implementing the recommendations of the policy commission report on food and farming.

NFU President Ben Gill said: 'The Little Red Tractor is increasingly making its mark as the symbol of assured food.

'This added support will allow us not only to strengthen the brand further but also underline just how important it is for producers to sign up to an assurance scheme as a vital way of giving consumers the confidence they require in their food.' The donation will also help fund the next edition of the Little Red Tractor's newsletter, the British Farm Standard Update that keeps farmers and growers in touch with developments across all assurance schemes.

AFS chairman, Chris Barnes said: 'Our estimates are that the Little Red Tractor logo is now visible on £4.5 billion worth of food annually across a variety of retail outlets.

'Products ranging from cow's and goat's milk to traditional British sausages carry the logo, with ever increasing interest from food retailers and processors in joining the scheme.'