Farmers are being called upon to make a promise to help kick-start the faltering Little Red Tractor campaign.
A competition has been launched by the National Farmers’ Union to gather promises and personal assurances on food production from Assured Food Standards farmers.
The move is the first phase of a campaign to reaffirm the status of the LRT logo in the eyes of consumers, farmers and retailers and caterers.
Launched four years ago, the LRT was aimed at raising awareness of quality British farmed food, however research has shown few consumers know what the logo stands for with only 15 per cent associating it with food farmed to a ‘British standard’.
Beverly Wilson, NFU campaigns manager, said the new campaign was aimed at creating a direct link between consumers and farmers.
The Promise Campaign is the brainchild of Andrew Jolliffe Advertising and farmers entering their promises are in with a chance of winning a tractor, courtesy of sponsors Massey Ferguson.
The promises would then be used as a marketing tool with the catch-line ‘Red Tractor farmers deliver produce with a promise.’
Tim Bennett, NFU president, said: “This is the first stage of an exciting campaign to reaffirm the status of the Little Red Tractor mark.
“We’re responding directly to the recommendations of Sir Don Curry here - we want to reconnect the farmer with the customer and unite the food chain.”
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