Assured Food Standards (AFS) is investing in a consumer push to raise the profile of the Red Tractor logo among UK consumers.
The first Red Tractor Consumer Media Information Service designed to inform and educate the media about the scheme via a dedicated press office function went live on February 1.
In addition, a website - www.myRedTractor.co.uk - has also been launched, aimed at parents and children, and includes a prize draw and children’s quiz.
The promotional drive will also see the expansion of the award-winning Red Tractor Day initiative into Red Tractor Week, which will be held from July 9-15 and will incorporate national and regional events to bring Red Tractor to the attention of the public.
AFS believes this is a big step forward in the evolution of Red Tractor food assurance. Julia Mooney, AFS’ head of marketing, said: “It is the first stage in long-term consumer facing programme that aims to raise the profile of Red Tractor and make it part of their food purchasing decision.
“Its success is dependent upon the support of the industry and retailers and we are very encouraged by the feedback that we have received to date.”
AFS chairman Colin Smith added: “Our independent scheme has brought together the nation’s leading producers, processors and retailers in an unprecedented industry alliance. Thanks to this remarkable commitment across the whole UK food chain we can now deliver comprehensive food standards at every critical stage from farm to pack.
“By targeting the consumer with a planned approach we will really be able to take Red Tractor to the next level, encouraging more food businesses to join the scheme and more shoppers to actively seek out the logo every time they shop.”
Some 60 percent of eligible own-label fresh foods sold in UK supermarkets is now produced to Red Tractor standards and carries the logo, accounting for more than £5.3billion of food every year.
