RADIO ADVERTS promoting the Little Red Tractor logo have started on stations across England and Wales.

The campaign features real farmers‘ voices as they make promises about how Red Tractor food is produced.

The promise campaign sets out to make a direct link between farmers and the food they produce and aims ultimately to raise the image of British farming.

The campaign will be delivered under the strapline: ‘Red Tractor Farmers deliver produce with a promise‘.

NFU president, Tim Bennett, said: “The new campaign to reaffirm the status of the Little Red Tractor begins now.

“We know consumers recognise and trust the Red Tractor logo but our research shows people don‘t really understand what it stands for.

“The Promise Campaign will introduce real farmers to the customer.”

Mr Bennett said he hoped to see the farmers‘ pledges used on packaging, posters, in school canteens and at shows.

The first stage of the promises campaign was a nationwide competition for farmers sponsored by Massey Ferguson and Agricredit.

Red Tractor Farmers who are part of the Assured Food Standards assurance schemes were asked to make pledges about the standards of their farming practices.

The winning promise will be revealed at the Smithfield Show  on Dec 2 and the tractor will be presented to its new owner.