Consumers are being targeted with messages about the Red Tractor logo as part of a week of activities to raise its profile.
Red Tractor Week runs from 24-30 September and aims to showcase how the symbol provides the shopper with a shortcut to affordable, quality food and drink.
The week is being fronted by ex-Coronation Street and Bad Girls Debra Stephenson, who has presented a series of videos available on the Red Tractor website.
It has also received full backing and support from the industry with supermarkets, brands, wholesalers, contract caterers and restaurant and pub chains are all showing their support through in-store activity and promotions.
Meanwhile, a survey carried out by Red Tractor Assurance to mark the occasion has found that UK consumers want a clear guarantee that food has been produced to good standards whether eating out and cooking at home.
Over half of the 2,000 respondents surveyed (56%) said that when eating out, they look out for a symbol which demonstrates that the food has been produced to good standards of farming and food production, as well as a sign of origin.
When it comes to cooking and eating out, over a third of the shoppers surveyed like to know where their ingredients come from and prefer to source UK ingredients.
Richard Cattell, head of marketing, said: “This survey reveals that shoppers not only look out for a logo which represents quality, but over half of those surveyed (56%) said that when eating out, they would like to see the Red Tractor logo to demonstrate the food has been produced to good standards of farming and food production and as a guarantee of origin.
“Consumers want a guarantee, both in and out of the home that the food they are eating meets good standards and the Red Tractor logo provides an easy shortcut to quality.”
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