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Already launched is the first Red Tractor Consumer Media Information Service designed to inform and educate the media about Red Tractor via a dedicated press office function. The service includes facts and figures, seasonal information and a new recipe library. To target the consumer directly, a new interactive website - myRedTractor.co.uk - has also been launched aimed at parents and children and including a prize draw and children’s quiz.
Phase two will develop the highly successful and award-winning Red Tractor Day initiative with the launch of Red Tractor Week, which will be held from 9th to 15th July and will incorporate national and regional events to bring Red Tractor to the attention of the public.
Assured Food Standards believes this is a big step forward in the evolution of Red Tractor food assurance. “It is the first stage in long term consumer facing programme that aims to raise the profile of Red Tractor and make it part of their food purchasing decision,” says Julia Mooney, head of marketing at Assured Food Standards. “Its success is dependent upon the support of the industry and retailers and we are very encouraged by the feedback that we have received to date.”
AFS chairman, Colin Smith, says, “Our independent scheme has brought together the nation’s leading producers, processors and retailers in an unprecedented industry alliance. Thanks to this remarkable commitment across the whole UK food chain we can now deliver comprehensive food standards at every critical stage from farm to pack.
“By targeting the consumer with a planned approach we will really be able to take Red Tractor to the next level, encouraging more food businesses to join the scheme and more shoppers to actively seek out the logo every time they shop.”
Research confirms that 60% of eligible own label fresh foods sold in UK supermarkets are now produced to Red Tractor standards and carries the logo, accounting for over £5.3billion of food every year. Red Tractor is available on a wide range of foods such as meat, vegetables, fruit, salads, milk, cheese, sugar and flour and is about ensuring everybody can afford safe and good quality food on a daily basis.
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