Food reassurance scheme Red Tractor held an intimate event in London on September 9th to outline its agenda in becoming ‘the flagship for British food and farming'.
With its first ever TV campaign launching on September 12th, the organisation, which was founded in 2000 following numerous food scares, is on a mission to ‘substantially increase the breadth of its regime.’
Counting 46,000 UK farms as a member, Red Tractor sets standards for every stage of the food chain; from farming to transport, from processing to packing. This way, it’s members guarantee that products are ‘traceable, safe and farmed with care.’
Now in its 19th year, the national body recognises that consumer demand for responsibly produced food has changed a fair amount since its humble beginnings.
To continue to satisfy and maintain consumer trust, and promote the ‘high standards’ of UK farming and food production, it yesterday announced three key changes for the coming months:
- New ‘modular standards’
- Increased unannounced inspections
- TV advertising campaign
As its first ever TV campaign, Red Tractor has invested £1.5 million in the production, created by the artists behind the Fantastic Mr Fox, which is designed “to increase shopper understanding of what the Red Tractor logo means and the lengths it goes to to ensure traceable, safe food that is farmed with care.”