Market reacts wih pride to single assurance mark

THE RETAIL market has responded 'extremely positively' to a new quality assurance logo which effectively streamlines the number of assurance schemes in operation in the sector.

British Chicken Marketing has put £1 million behind its campaign this year, to promote the launch of the new logo created in partnership with Assured Food Standards (AFS).

Ruth Griffiths, marketing director for British Chicken Marketing (BCM) said: "Following discussions with retailers, British Marketing and Assured Food Standards have created a single logo representing 'Great British Chicken' and the Red Tractor on-pack. This AFS licensed logo replaces all other assurance marks on BCM-member packaging and promotions while simplifying and strengthening marketing communications."

Response from supermarkets to the new logo has been extremely positive, it is claimed . The new mark will be rolled out over the next few months as old stock is used up, added Ms Griffiths. This year's campaign has a 'Proud to be British' theme which will underpin all activity and capitalise on increasing consumer interest in the Britishness of foods.

This year's campaign includes four pillars of activity: health eating with nutritionist Jane Clarke; Roast a Great British Chicken Weekend on March 4-5; a summer eating promotion; and a return to the BBC's Good Food Show in the Autumn.

"We've now got the whole of the industry behind our campaign - from farmers and processors to supermarkets and butchers," said BCM chairman Charles Bourn. "Our programme will highlight to consumers the importance of buying British and will reassure them about the quality and standard of our products."

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