Search

NFU backs Red Tractor bid to become British food and farming flagship

PUBLISHED: 09:01 13 September 2018 | UPDATED: 09:01 13 September 2018

Jim Moseley, chief executive officer at Red Tractor Assurance Picture: TIM SCRIVENER/AGRIPHOTO

Jim Moseley, chief executive officer at Red Tractor Assurance Picture: TIM SCRIVENER/AGRIPHOTO

©Tim Scrivener

A food assurance scheme is beefing up its farm inspection regime as it launches a TV advertising campaign to help raise its profile.

NFU president Minette Batters Picture: GREGG BROWNNFU president Minette Batters Picture: GREGG BROWN

The Red Tractor scheme is set to carry out more unannounced inspections to ensure producers are meeting standards after concerns were raised about cruelty to pigs on a Red Tractor accredited farm, which was subsequently removed from the scheme.

It is hoped the new million pound TV advertising drive for Red Tractor, which is backed by the National Farmers’ Union (NFU), will boost the thousands of farmers who are part of it, and highlight the standards they adhere to.

The first of eight weeks worth of animated commercials was set to air on ITV on Wednesday (September 12) during an episode of Emmerdale.

Red Tractor, a not-for-profit body, said it was increasing the strength and breadth of its food chain assurance regime in a bid to become the flagship of British food and farming.

Red Tractor is the UK's biggest food assurance label Picture: RED TRACTOR/PA WIRERed Tractor is the UK's biggest food assurance label Picture: RED TRACTOR/PA WIRE

A set of ‘modular standards’, to sit alongside its current core offering, will cover areas such as enhanced animal welfare, organic and environmentally sustainable production, highlighted by a labelling system for shoppers.

It is also set to carry out more unannounced inspections to improve the integrity of the scheme.

Red Tractor Assurance chief executive Jim Moseley said he was “proud” to be leading the organisation through the changes.

“Our vision is that Red Tractor is seen by shoppers, farmers and the food industry as the flagship of British food and farming,” he said.

NFU president Minette Batters welcomed the changes. “Brexit is a game changer for British agriculture and ‘Brand Britain’ must be based on the integrity of robust food assurance,” she said.

“This new advertising campaign will raise the profile and understanding of Red Tractor, farmers and the fantastic job they do producing the nation’s food to high levels of animal welfare and environmental standards.”

Farmers and growers needed to reach out to shoppers and encourage them to buy high quality, British produce, she added.

Search hundreds of local jobs at Jobs24

Management Jobs

Show Job Lists

Newsletter Sign Up

Sign up to the following newsletters:

Sign up to receive our regular email newsletter

Our Privacy Policy

Insight

An East Anglian farmers’ leader is cautioning against creating a post-Brexit divide between those able to afford food reared and grown to a high standard in the UK and those who can’t.

Dan Evans, a partner at Cozens-Hardy solicitors, considers whether Overage is a sensible option or an unnecessary complication.

Women in Business

cover

Enjoy the
Women in Business
digital edition

Read

Business East

cover

Enjoy the
Business East
digital edition

Read

The Best Employers

cover

Enjoy the
Best Employers
digital edition

Read

Celebrating Success

cover

Enjoy the
Celebrating Success
digital edition

Read

B2B Exhibition

cover

Enjoy the
B2B Exhibition
digital edition

Read

Green 100

cover

Enjoy the Green 100
digital edition

Read

Meet the Team

Mark Shields

Business Editor

|

Chris Hill

Agricultural and Farming Editor

|

Business Most Read

Awards

Norfolk Future 50 EDP Business Awards Green 100