Red Tractor Week gains ministerial backing
Minister of State at Defra, George Eustice MP, has pledged his support for the high-profile Red Tractor Week campaign.
He said: “The Red Tractor label helps shoppers have confidence that the produce they are buying has been grown to British standards. British food has a global reputation for quality, traceability and great taste – our food and farming industry is worth over £100bn and employs one in eight people. By choosing food labelled with the Red Tractor, shoppers are showing their support for our hard-working farmers.”
The week, which begins on 14 September, is the start of a seven-week campaign to encourage shoppers to buy Red Tractor-labelled food.
The promotion involves on-pack stickers, giving shoppers the chance to win a Farm Stay mini break worth £350 (one a day for 49 days) and runs across all Red Tractor pre-packed branded goods, including meat and poultry, dairy, cereals and fresh produce – equating to millions of pounds-worth of assured food. Asda, Tesco, Morrisons, Waitrose, The Co-operative, Lidl and Aldi have already signed up to take part.
Red Tractor hopes the promotion will raise awareness of the standards behind the Red Tractor and encourage consumers to look for the logo on-pack. Alex James, Red Tractor brand ambassador, will be appearing on TV and radio to promote the on-pack promotion and the start of Red Tractor Week.
Farmers are also being encouraged to get involved through a high-profile social media campaign #trustthetractor by telling consumers what they do and why supporting Red Tractor is so important.
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