Sainsbury's has been scrutinised by customers following the decision to remove the Red Tractor logo from its own-brand fresh produce lines.

A series of negative online comments on the comments section of a Sainsbury's 'British Produce' web page prompted a response from Judith Batchelar, Sainsbury's director of brand, who stressed that Sainsbury’s will continue to use the Red Tractor standard as part of its wider sourcing standards.

“There have been suggestions this is a step back from supporting British farmers however it couldn’t be further from the truth; we are actually stepping up our commitment,' pledged Batchelar.

She added the retailer is aiming to double its sales of British-sourced food by 2020 with its ‘20 by 20 Sustainability Plan'.

One poster, Matthew Curtis, wrote on the webpage: “How can Sainsbury's seriously support British Farming if it does not carry the Red Tractor mark on its products? I buy all British and I always look for the Red Tractor as it gives me confidence in what I am purchasing. I will start shopping at Morrisons as they seem to genuinely support the British Farmer. Dropping the Red Tractor mark is a disgrace.”

The negative online reaction also stretched to the NFU with its chief livestock adviser Peter Garbutt tweeting: “Reaction to Sainsbury’s ditching the Red Tractor logo unanimously negative on Sainsbury’s own website … #PRfail?”

Sainsbury's said the decision to ditch Red Tractor was made after reviewing its packaging ahead of changes to EU food labelling rules and deciding there were too many confusing labels on products.

Red Tractor Assurance said in a statement that it was 'extremely dissapointed by the decision.'