Red Tractor has marked its 25th anniversary with a consumer campaign that appears to have strengthened public recognition of the assurance mark.
New research by YouGov shows that three quarters (75%) of UK adults now recognise the Red Tractor logo. Tracking data from a November survey of more than 2000 people indicates awareness has risen by three percentage points since January 2025, placing the scheme marginally ahead of the Lion Mark for eggs (72%) for the first time.
Richard Cattell, Red Tractor’s director of marketing and commercial, attributed the uplift to the breadth of the scheme, strong on-pack visibility and the impact of its ‘With you for 25 years’ campaign. Launched in August, the campaign is expected to reach 49.6 million people by March 2026.
“Red Tractor and other farm assurance schemes play an important role in helping shoppers make informed choices,” he said. “For over 25 years the Red Tractor logo has been a symbol of safe, traceable and responsibly produced food, underpinned by the efforts of more than 40,000 farmers and growers delivering high standards year-round.
“Our new campaign not only celebrates British food but reminds consumers why the scheme is trusted by every major UK supermarket. At a time when the clarity and value of food labelling are under scrutiny, achieving this level of recognition shows that consistent, trusted marks can establish themselves firmly in shoppers’ minds.”
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Red Tractor chief executive Jim Moseley described the figures as a 'fantastic result', particularly as the organisation has only been advertising since late 2018.
“Clear, trusted labelling is vital in building confidence in British food,” he said. “While assurance schemes cover different products and standards, they share the same goal of giving consumers confidence.”
Red Tractor’s membership includes more than 40,000 farmers and growers, representing around 75% of UK agricultural production. Currently, 98% of UK dairy, 90% of pork and approximately 95% of poultry are produced to Red Tractor standards.
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