UK shoppers want symbol of origin

UK consumers have said they want a guarantee that the food they eat has been produced to good standards.

According to a survey carried out by Red Tractor Assurance, more than half (56%) of all people asked said that when eating out they would like to see a symbol of food quality. Consumers said the symbol they look for should guarantee good standards of farming and food production as well as a sign of origin.

The survey also showed that when shoppers bought food to cook at home they preferred to know where their ingredients came from and would rather they were from the UK.

Head of marketing at Red Tractor Richard Cattell explained that 2,080 British families were studied for the survey. He said: “The Red Tractor logo shows that food is produced to good standards of farming and food production and covers everything from food safety to environment and animal welfare.

“This survey reveals that shoppers not only look out for a logo that represents quality, but over half of those surveyed (56%) said that, when eating out, they would like to see the Red Tractor logo to demonstrate the food has been produced to good standards of farming and food production and as a guarantee of origin.

“Consumers want a guarantee, both in and out of the home, that the food they are eating meets good standards and the Red Tractor logo provides an easy shortcut to quality.”

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