Red Tractor organisers have announced plans for a special day to raise the profile of the scheme’s logo and communicate its values to a wider audience.
Assured Food Standards (AFS), the independent organisation set up to manage the Red Tractor food assurance scheme, has scheduled the inaugural Red Tractor Day for April 21, 2006.
AFS chairman Colin Smith said it would be supported with a large-scale consumer PR initiative to engage consumers and food businesses that have not yet signed up to the scheme.
Recent research confirmed 60 per cent of own-label fresh foods sold in UK supermarkets are now produced to Red Tractor standards, accounting for over £5 billion of food every year.
Smith said: “This is a crucial time in the evolution of Red Tractor assurance. 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.
“With this level of industry support, I am confident that the scheme will go from strength to strength. Our challenge is to encourage the consumer to actively seek out the logo, by sending a powerful signal about the confidence and protection afforded by the Red Tractor mark.”
Events planned for Red Tractor Day include a photocall with a high profile public figure, the release of consumer research and a national media relations campaign. Red Tractor stakeholders will also be encouraged to support the day with local and regional activity.
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