Asda is to increase the size of the Red tractor logo on all British meat in stores to help consumers identify it more easily.



The supermarket said the move signalled its intent to maximise sourcing of British meat and promote the high standards of management and welfare practised on assured farms.

It followed recent industry criticism of the supermarket after an EBLEX Beef and Lamb survey revealed a further drop in the percentage of British meat on its shelves.

“Asda is determined to source as much meat as possible from British farms and to promote this to our consumers,” Asda red meat buying manager Jim Viggars said. “The Red Tractor logo is a well recognised symbol of excellence in farming and one that consumers easily identify when purchasing products.”

The supermarket giant also plans to introduce cooking instructions on meat labels.