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Good food story continues for consumers and Red Tractor logo


More than 90 per cent of consumers have said they will look out for the Red Tractor logo when they go shopping.

People were quizzed at this years BBC Good Food Show when they visited the Red Tractor stand A Good Food Story, watched TV chef Aaron Craze in action and sampled some great British produce.

A record 80 per cent of consumers asked had already heard of the Red Tractor logo and over half of all those questioned recognised that the logo exceeded legal requirements of animal welfare and environmental protection. Over 85 per cent of those questioned already associated the mark with traceability and a guarantee of farm of origin.

NFU Head of Food Chain Lee Woodger said: With such a large number of people understanding that traceability back to the farm gate is such an important element of the logo it is of no surprise that country of origin was consistently a top priority when it came to what influenced shoppers decisions. This came second only to animal welfare. Price was also a consistent factor that influenced decision making, whereas choosing organic was the least influential factor when choosing food.

This was the first time that the industry had joined forces for a consumer show; we have such an important story to tell. Farmers and growers are rightly proud of what they do and this was a great opportunity to tell share this message and encourage them to support British farmers by looking out the for Red Tractor logo carrying the Union Jack flag when they shop.

David Clarke, CEO of Red Tractor Assurance, said: Its great to see an overwhelming majority of respondents stating that they will now look out for the logo.

The findings highlight the importance of the Red Tractor logo; it aids consumer confidence in animal welfare and environmental protection as well as reaffirming the mark as a trusted symbol of quality food.

We will take this forward and use these findings to help shape the future of our work in communicating Red Tractor and all it stands for.

  • The findings come from a consumer survey conducted by the NFU, EBLEX, BPEX, The Potato Council, ABN and AFS at the BBC Good Food Show during November where Red Tractor and its partners had a stand to promote the Good Food Story behind Red Tractor products.
  • The survey was carried out on a sample of 460 individuals, aged 18 or over.
  • Visitors to the stand were invited to take part in a digital survey to capture consumer awareness of the logo.  A third of those quizzed said they were already committed to looking out for and buying Red Tractor logo products where possible.

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