The Red Tractor put in a high profile appearance in front of tens of thousands of people at the BBC’s Good Food Show in Birmingham on Wednesday (23 Nov).
Chef Anthony Worrall Thompson arrived at the National Exhibition Centre on a red Massey Ferguson tractor to join other chefs promoting British food in the Great British Food Theatre.
From the cab, he said: “I’m delighted to be here supporting the Red Tractor. I participated in its launch five years ago and it’s gone from strength to strength.
“The addition of the Union flag this year makes it even easier for people to choose great British food – and to be guaranteed of high standards from farm to pack.”
Assured Food Standards, which runs the Red Tractor scheme, sponsored the event in the hope of bringing the message on traceable, British produce to a wider audience.
AFS spent a six-figure sum on securing its place in the limelight, but marketing manager Beverley Wilson said it was money well spent.
“The money is split between the different levy boards, who have actually saved money overall.”
The next set of research on consumer awareness of the Red Tractor is due in March, and she expected the figure to be up on last March’s 32%.
Some 130,000 visitors were expected at the five-day show, and Ms Wilson estimated most of them would pass the Red Tractor stand.
AFS staff had handed out the day’s ration of 3000 goodie-bags within three hours, suggesting daily visitor number of more than 10,000, she added.