Red Tractor has teamed up with Massey Ferguson to print 15,000 trailer stickers to help farmers spread the positive message of UK farm assurance.
The sticker bears the slogans ‘Great Food, Great Farming’ and ‘Trust the Tractor’ to raise awareness among consumers of what the assurance logo stands for.
They are free for Red Tractor’s members and licensees to order and form part of a revamped Marketing Toolkit.
“We are always looking for ways to increase the visibility of the logo and explain what it stands for,” said Red Tractor’s scheme member manager Charlotte Johnston.
“Our farmers are out and about all the time, particularly in the summer, so if we can have 15,000 trailers or vehicles moving around with these stickers on then it will be a simple but effective way of raising the profile of the logo.”
Massey Ferguson is also continuing to provide a free branded tractor for farmers to hire if they hold public-facing events in 2017.
Lindsay Haddon, Massey Ferguson’s advertising and sales promotion manager, said: “Farmers who used the tractor last year attracted a lot of attention from the public and it was booked out for the whole year.
“We’re delighted to continue to offer the tractor and help educate the public about farm assurance.”
Potential to sell British
The Red Tractor logo has significant potential to be used as an established assurance scheme to sell British food and drink in post-Brexit trade talks.
Speaking at the NFU’s Conference last month, Jim Moseley, chairman of Assured Food Standards which runs the assurance scheme, said that with the huge challenge of opening up international trade destinations in light of Brexit, there is significant potential to use an established assurance scheme as a unique selling point for British food and drink.
“The standards that Red Tractor food is produced to run right the way through the supply chain and are comprehensive,” he said.
“It’s something that British food can hang its hat on and use as a selling point.
“Markets are opening up and we should take advantage of that. Take the Asia-Pacific region as an example; they love the quality, safety and traceability that British assured products deliver.”
In the UK, two-thirds of consumers recognise the logo, while half say it positively affects their shopping decisions.
