Budgens promises British

THE UK supermarket, Budgens is to be the first UK retailer to adopt the NFU’s ‘promise’ campaign.

The campaign will feature brief messages, from either growers, suppliers or the retailer, on the packaging of British produce alongside the newly remodelled Little Red Tractor logo.

The brief promises are designed to install confidence in British produce in the consumer.

The scheme will commence on June 6 using English strawberries and will incorporate English raspberries later in the summer.

It will then expand in the autumn to include other British produce coinciding with another in-store campaign to promote British Food Fortnight.

The promises Budgens will use on its English strawberries and raspberries will include:

“I promise to check every pack before it leaves the farm,” James Knaggs, farm manager, Newmafruit Farms, Kent.

“I promise to deliver only the freshest fruit to you,” Carol Hodgkins, Quality Control Manager, Wellpak.

“I promise to support our dedicated British growers,” Nikki McIntyre, senior account manager, Wellpak.

“We promise that all our strawberries are 100% British,” Steve Carter, Fresh Food Controller, Budgens.

Barry Williams, Budgens Trading Director said: “Budgens is a long-standing supporter of the Red Tractor symbol and we are very excited about this latest development, which is totally in line with our British sourcing policy. 

“We’re delighted to be the first retailer to sign on to the promises campaign and to get the promises onto produce and out into our stores,” he added. 

The announcement was praised by NFU president Tim Bennett who described the Little Red Tractor scheme is a “vital tool for Britain’s farmers and growers”.

“It communicates to consumers the rigorous, independently inspected standards to which our produce is subject at all points of the food chain and helps them make the conscious choice to buy British,” said Mr Bennett.

“Budgens’ in-store support of the promise campaign demonstrates its commitment to British producers and promoting the Red Tractor logo to its customers,” he added.

The Red Tractor was recently given a face-lift by the team at Assured Food Standards, the company that governs the Red Tractor licensing criteria and the new logo features the Union flag, which should make it easier for consumers to seek out food that has been grown, processed and packed in the UK.