The NFU are backing a new million pound TV advertising campaign by the quality assurance label Red Tractor, promoting “Brand Britain”.
Emmerdale fans will get the first glimpse of the new material, as the first commercial will air on Wednesday evening during an episode of the show.
The animated adverts will run for eight weeks on TV and digital channels, designed to appeal to shoppers with children.
NFU president Minette Batters said:“This new advertising campaign will raise the profile and understanding of Red Tractor, farmers and the fantastic job they do producing the nation’s food to high levels of animal welfare and environmental standards.
“Brexit is a game changer for British agriculture and ‘Brand Britain’ must be based on the integrity of robust food assurance. There’s never been a more important time to market and promote great British food and farming, and for us as farmers and growers to reach out to shoppers and encourage them to buy high quality, British produce.
“The message within these commercials is that Red Tractor food is safe, traceable and farmed with care, and to look out for the Red Tractor label on produce when shopping. Research has shown that shoppers are twice as likely to buy Red Tractor labelled produce when they understand the meaning behind the label.”
The campaign comes after undercover investigations by animal rights activists revealed Red Tractor assured livestock suffering cruelty and poor conditions on some farms.
The group revealed they were strengthening their farm inspections, with a more “comprehensive approach” to unannounced inspections
Batters added: “Red Tractor continues to be a vital part of the UK food supply chain and these changes will help further improve customer confidence in the logo.”
