Red Tractor intends to become “flagship of British food and farming”

In a bid to raise consumer trust Red Tractor Assurance are introducing frequent unannounced inspections to farms that fail the Red Tractor standards. It is part of a £1.5 million publicity campaign in TV adverts, print, digital and in-store activity to build the brand and communicate to shoppers the meaning of the Red Tractor logo.

Red Tractor Assurance, an independent not for profit business with 46,000 direct farm members, will also introduce new modules for farms covering enhanced animal welfare and organic and environmentally sustainable production. These will be launched in 2019 with a new labelling system to improve clarity for shoppers.

Red Tractor scheme was launched in 2000 by the National Farmers Union. The current NFU president, Minette Batters, believes that communicating to consumers is key:

“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.”

Mrs Batters added: “Red Tractor’s new modular approach to assurance will give producers a one stop shop for their assurance needs and help to reduce the burden placed on them. There is also the potential to offer a clear and comprehensive labelling scheme for shoppers.”

Several Sustain members have their own certification schemes including: Organic Farmers and Growers, The Soil Association, the Biodynamic Association and RSPCA Assured. Vicki Hird, the Sustainable Farming Campaign Coordinator for Sustain, is sceptical about Red Tractor becoming a 'one stop shop':

“Many Sustain members have long expressed concerns about the environmental and animal welfare assurance given by the Red Tractor and the recent stories highlighting the low level of unannounced inspections are a huge worry. What consumers need is a robust and independent system that they can trust but which also brings the industry forward in delivering protection for the environment and higher animal welfare. We also need to ensure the market pays and plays fair – so farmers are able to farm sustainably - so we need strong codes of practice for all supply chains with enforcement and more transparency.”

Sustain campaigns for a food and farming policy which benefits the environment, health, animals and farmers. To find out more you can read our policy briefing Beyond 2020: New Farm Policy.