Red Tractor drives sales forward
Published:  09 November, 2009

Assured Food Standard (AFS) has announced that the Red Tractor logo now features on products with an annual retail sales value of 10bn.

The figure is a rise of over 1.5bn in the 12 twelve months, with much of the increase said to be driven by the foodservice sector, which has grown 50% in the last year. All major retailers and more than 500 leading companies are now said to use the logo, and Red Tractor is attracting a high level of interest from foodservice operators supplying the leisure sector as well as public procurement areas such as schools and hospitals, according to AFS.

AFS CEO David Clarke said: As little as two years ago, we had no presence in foodservice, so this is an important development for us.

The Red Tractor logo is a simple shorthand for consumers who want to know that the food they buy meets strict standards of food safety, environmental protection and animal welfare, as well as a guarantee of origin.

The latest announcement from AFS coincides with the arrival of new chairman David Gregory, whose role commences on 1 December when current chairman Colin Smith steps down from the post at the completion of his six-year tenure.

Gregory said: It is an extremely exciting time to come on board. 10bn is a major achievement, equivalent to double the GDP of Bulgaria and almost 10 times the sales of all DVDs in the UK. This figure is made only more impressive by the fact it has been achieved with minimum investment to date.




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