Red tractor revs up a gear

The Red Tractor put in a high profile appearance in front of 130,000 people at the BBC’s Good Food Show in Birmingham this week.

Chef Antony 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.

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.

ASF 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 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%.