Red Tractor going from strength to strength

David Gregory, chairman of the Red Tractor delivery body Assured Food Standards (AFS), spoke of his pride for the logo as he announced a week of events to celebrate its ten year anniversary.

Janet Street Porter, the TV presenter, writer and British icon, has been lined up to lead the Red Tractor Week celebrations which run from June 14-20.

Red Tractor now features on £10 billion worth of food and drink products and is Britain’s most widely recognised farm assurance scheme.

Mr Gregory, AFS chairman, said it was ‘a fantastic coup’ to get Ms Street Porter to push the logo even further.

“We are very excited,” he said. “Since its launch ten years ago, the Red Tractor scheme has brought together leading producers, processors and retailers and has gone from strength to strength.

“Red Tractor represents a unique assurance of quality production across the whole food chain and Red Tractor Week is a celebration of the industry’s achievements over the past ten years.”

To encourage Red Tractor members to get involved and push awareness of the week, AFS has launched an online toolkit at www.redtractor.org.uk/week.

“We’ve had extremely enthusiastic feedback from retailers and foodservice providers who are looking to support Red Tractor Week and the online toolkit will really help Red Tractor members get the most out of the week”, said Mr Gregory.

Even though Red Tractor operates off a shoestring budget of less than £1 million annually, all major retailers and more than 500 leading companies use the logo.

Mr Gregory said high profile media support from Sainsbury’s and Tesco, brands such as Silverspoon and Country Life and leading service sector providers such as Sodexo, helped the logo punch well above its weight.

He added the aim of Red Tractor week was to communicate the values of the assurance scheme ‘high and wide’.

A specially created on-line Summer Eating Guide to help increase consumer awareness and understanding of the Red Tractor will also be made available at www.myredtractor.co.uk.

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