Red Tractor has launched a new logo to underline the high standards and traceability of the British farming produce that carry its assurance.
It is part of a drive to improve emotional engagement with shoppers and modernise the scheme that has been checking British-sourced food and drink for 20 years.
The new logo retains the Union Flag to signify the product has been grown, reared, processed and packed in the UK.
Red Tractor wants to clearly differentiate to consumers the food which has been carefully produced to world-leading standards, to ensure that it is safe and fully traceable.
It follows research that found eight out of 10 shoppers are aware of the logo and see it as a positive, reassuring on-pack signpost in supermarkets.
But Red Tractor CEO Jim Moseley said there was still work to do to improve consumer understanding.
“Given the great care and attention that Red Tractor and our farmers put into ensuring that the food we eat is safe and fully traceable, we owe it to our members to improve shoppers’ and diners’ understanding of the scheme.”
The assurance scheme covers animal welfare, food safety, traceability and environmental protection from farm to pack. This ensures that families across Britain have access to safe and affordable food.
A new campaign has also been launched by Red Tractor, designed at getting the nation to think about the food they buy, where it comes from and how it has been produced.
Mr Moseley said: “We believe passionately that hard-pressed and time-poor Brits shouldn’t have to work hard to buy quality food they can trust, whatever their budget.
“And by choosing the Red Tractor, they are helping to foster a better future for British agriculture, farmers, growers and producers.”