Farming leaders have welcomed the changes to the Red Tractor name and logo.
The redesign, which see the prefix “Little” dropped from the title, is part of Assured Food Standards new marketing strategy.
It described the new logo as “a robust and recognizable symbol, signifying whole food chain assurance to a rigorous set of independently inspected standards”.
The National Farmers Union welcomed the change and pledged to continue
to work with AFS and other stakeholders to assist the further adoption of the logo which already appears on £5 billion worth of food.
NFU President Tim Bennett, said: "I am delighted that we can finally lay to rest any uncertainty about the provenance of Red Tractor food. With the introduction of the Union flag, British farmers can be confident that consumers can seek out their produce.
"Consumers need an easily recognisable logo which allows them to identify and select food which is safe and has been produced to sound animal welfare standards.
“The Red Tractor logo assures consumers that their food has been produced to a set of standards and has been independently inspected along all stages of the food chain."
No comments yet