Red Tractor aims to reassure shoppers

Assured Food Standards, better known for its Red Tractor logo, is hoping to benefit from the publicity surrounding avian influenza and foot-and-mouth in Brazil.

It has written to retailers and processors underlining the value of the logo to reassure shoppers about the traceability of their food.

A poster accompanied the letter, headlined “be assured”, and listing the benefits of getting assured and using the logo.

Red Tractor food can be traced back to the farm or farms it came from – sometimes right back to the actual herd, flock or field, it says.

It also stresses the reliability of the scheme, which employs 450 experts who make 60,000 inspections every year.

“It’s a question of making the best out of a bad situation,” said AFS’ head of marketing Bev Wilson.

“We know from feedback from supermarket customers that they’re seeking extra reassurance about food provenance.”

Asda has already placed a notice at the point of sale telling shoppers that its chicken is British and carries the Red Tractor assurance mark.

Budgens is also reminding its customers of the benefits of local, traceable meat.