RED TRACTOR has had a facelift to celebrate its 20th anniversary, with the launch of a new logo for the farm assurance scheme.

The launch follows new research suggesting that the Red Tractor has a higher level of consumer awareness than the UK's other food assurance marques, with eight out of ten shoppers aware of the logo.

Red Tractor CEO Jim Moseley commented: "While it’s great news that almost 80% of British shoppers recognise Red Tractor and see it positively, our research also found that people were uncertain of what sits behind the logo or its benefits.

"Given the great care and attention that Red Tractor and our farmers put into ensuring that the food we eat is safe and fully traceable, we owe it to our members to improve shoppers' and diners' understanding of the scheme.

"Created 20 years ago to rebuild trust in British agriculture after a spate of food scares, the logo was designed to be very utilitarian. Two decades on, we are facing a new watershed moment, with the market facing huge uncertainty with the ongoing trade negotiations," he explained.

"At this time it is critical that we help shoppers to clearly differentiate which food has been produced and checked to world-leading standards from farm to pack – and the simplest way to do this is to look for the Red Tractor and the tick."

The roll out of the new logo is expected to take around 18 months as many of the UK’s brands update their packaging.

It will be supported by a new 12-month £2 million ‘Tractor Test’ campaign, designed to increase shopper understanding of Red Tractor by getting the nation to think about the food they buy, where it comes from and how it’s been produced.

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