National Farmers Union board of horticulture chairman Richard Hirst has said that the Red Tractor scheme is “at a crossroads” and is calling on growers to make a contribution to the promotion of their products.
Hirst told FPJ he wanted to start a debate on the way ahead for the Red Tractor and promotion of the “Britishness” of UK produce.
“The origin of the labelling was as a sign of assurance, but I think that is taken for granted by consumers now,” said Hirst. “The Red Tractor is at a crossroads. A debate now needs to start on whether the Red Tractor as symbol can give consumers confidence that the product has been supplied by UK growers and farmers that care for the countryside and that it is a symbol of Britishness, a point of difference. One of the problems is that funding for a pr campaign is limited, but if we expect others to fund it, then growers should help fund it too. For example, £10 from every NFU member would give us £500,000 just like that. What we want to get a debate on is whether growers are prepared to put money in.”
Any changes would have to come through Assured Food Standards which has ownership of the assurance schemes and the logo with the NFU, but Hirst is hoping to get growers debating on the issue.
Hirst denied that there would be any conflict with the Eat in Colour campaign that the Fresh Produce Consortium is trying to get off the ground and that has already received promises of funding from major retailers and importers.
“Any campaign could run alongside Eat in Colour, it could, for example, be used to bring seasonality to the message,” said Hirst.
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