Red Tractor demand to soar as new promo launches with Adam Henson

Demand for Red Tractor products is set to soar this autumn as Red Tractor Assurance (RTA) launches it its largest ever on-pack promotion, backed by Countryfile presenter and farmer Adam Henson.

The promotion aims to highlight the standards behind the Red Tractor scheme and encourage shoppers to look for the logo on pack. There are promotional stickers on a whole range of Red Tractor products, including meat, poultry, dairy, cereals, fruit and vegetables on sale in major multiples.

Red Tractor ambassador, Adam Henson, said, “Living and working on a farm is the hardest, most frustrating, wonderful and rewarding thing I have ever done and I want people to continue supporting all our farmers. This Red Tractor promotion is a great opportunity for encouraging consumers to understand the high standards behind much of the UK’s farming and food industry.”

Red Tractor Week also marks the start of the Government backed ‘Celebrate British Food’ campaign which will run throughout the autumn. Announced in April this year, the programme of activity developed to support the campaign will see a whole range of farming and food organisations coming together with a clear message to encourage consumers to look for the Red Tractor logo when buying food.

Environment Secretary Andrea Leadsom said “Whether it’s beef from the hills and pastures of the West Country or Yorkshire’s famed Wensleydale cheese, British food is renowned around the globe for its quality, innovation and tradition. The Red Tractor logo is an iconic symbol of this – assuring shoppers that their food is traceable, safe to eat and produced responsibly. It’s wonderful to see our world-leading food and farming industry joining forces to encourage everyone to shop smart and support British farmers.”

Events include British Food Fortnight (17 September – 2 October) organised by ‘Love British Food’ and AHDB Pork’s ‘British Sausage Week’ which gets underway on 31 October. AHDB will also feature the Red Tractor on-pack promotion in television advertising during its four-week beef and lamb mid-week mini-roast campaign which commences w/c 24 October

The campaign sees the farming industry uniting in a concerted effort to educate consumers and raise the profile of Red Tractor food.

The NFU and Ladies in Pigs as well as Arla Foods, Muller, Co-Op and Tesco have mobilised their members and producer groups to ensure a strong presence at in-store retailer events up and down the country during Red Tractor Week, to talk to shoppers about where Red Tractor food comes from and the standards that are used to produce them.

Further support is being provided by the National Federation of Young Farmers Clubs, National Pig Association, Ladies in Beef and the National Sheep Association.

RTA marketing manager, Andy Thompson, added, “This has the potential to be the biggest on-pack promotion in the UK, appearing on £millions worth of quality assured foods. Increasing understanding of what Red Tractor standards represent remains crucial at a time of heightened awareness around food sourcing.”