Red Tractor Week kick-starts Great British food campaign
12th Sep 2016 / By Alistair Driver
Farmers and industry representative bodies will be joining forces to support the Red Tractor this week, promoting awareness of the logo among consumers.
The fifth Red Tractor Week starts today, with farmers taking part in events at major supermarkets up and down the country to talk to the public about how British food is produced.
This year the event kick starts the Celebrate Great British Food campaign which will run throughout the autumn.
Announced in April, and backed by the Government, farming organisations will come together under the campaign to encourage consumers to look for the Red Tractor when they buy their food.
Events include the NFU’s Back British Farming Day this Wednesday, September 14, British Food Fortnight, which starts on September 17, and British Sausage Week which gets underway on October 31.
The pig sector will be well represented during Red Tractor Week. The tireless campaigners Ladies in Pigs will be out in force at supermarkets demonstrating the great taste and variety of the British pork that lies beneath the logo.
The NPA is a strong supporter of the event. Chief executive Zoe Davies said: “This is always a great opportunity to get behind the Red Tractor and send out a positive message about British pork to consumers, retailers and the rest of the supply chain.
“It is increasingly important, as we face continued import competition, to remind consumers about the quality and standards that underpin pork production in this country.”
NFU will also have a big presence in store, while the AHDB will feature an on-pack sticker promotion in television advertising during its four-week beef and lamb mini-roast campaign, starting in mid-October.
Biggest ever promotion
In store, Red Tractor is launching its biggest ever promotion designed to give food shoppers a taste of what it is like to live close to where their food comes from.
On pack stickers, giving shoppers the chance to win £300 of Premier Cottages UK mini break vouchers every day for 70 days, will be found on Red Tractor assured products in all of Britain’s major supermarkets.
Defra Secretary Andrea Leadsom has given her support to the Red Tractor.
She said British food was renowned around the globe for its quality, innovation and tradition.
“The Red Tractor logo is an iconic symbol of this – assuring shoppers that their food is traceable, safe to eat and produced responsibly, Mrs Leadsom said.
“It’s wonderful to see our world-leading food and farming industry joining forces to encourage everyone to shop smart and support British farmers.”
- Free materials to help farmers talk to the public are available to order through the Red Tractor Marketing Tool Kit here. There is also a guide to engaging with shoppers through Facebook, Instagram and Twitter, and a campaign consumer postcard for inspiration on what to say.