Food bodies join forces on Red Tractor
Leading food organisations will be working together to support Red Tractor in its drive to boost shoppers’ trust in British food.
In the lead-up to Red Tractor Week, which runs from 16-22 September, Bpex, Eblex and DairyCo will be promoting the Red Tractor standards, as well as a consumer confidence report, which will be launched during the week.
Consumer-facing activity throughout the week, carried out under the name of ‘Trust the Tractor’, will feed on the launch of Red Tractor’s report. There will also be a series of stories featuring beef, lamb, poultry, pork and other British produce throughout the week, to assure consumers of Red Tractor’s farm-to-fork standards.
A variety of new recipes, exclusive to Red Tractor, will also be launched and will feature the very best of British ingredients. A phone app will also be unveiled, in a bid to help consumers find Red Tractor food when dining out.
Chief executive of the Agriculture & Horticulture Development Board (AHDB) Tom Taylor said: “There’s no doubt horsegate cast something of a cloud over consumer trust, but this cloud proved to have a silver lining as consumers sought clear reassurance on food quality – this brought the trust and confidence that comes with Red Tractor into its own.”
Meanwhile, Red Tractor Assurance head of marketing Richard Cattell said the collaboration between the organisations had benefited everyone. “This era of collaboration is helping us to raise the bar, especially in how we engage and communicate with consumers,” he said.
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- facing activity throughout
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- stories featuring beef
- featuring beef lamb