> Red Tractor Logo Could “Behave More Like a Brand” to Boost Post-Brexit Trade - The Food Safety Company Red Tractor Logo Could “Behave More Like a Brand” to Boost Post-Brexit Trade - The Food Safety Company
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    Tuesday, 28 February 2017

    Red Tractor Logo Could “Behave More Like a Brand” to Boost Post-Brexit Trade

    Img: Red Tractor 
    With uncertainty running rife as Brexit looms overhead, UK businesses are looking for any way to bolster themselves against potential losses. These ideas range from the sensible to the absurd, but what about falling back on existing systems already in place to account for quality? Such is the plan for the famed Red Tractor often seen gracing the packaging of British produce.

    This is according to Jim Moseley, Chairman of Red Tractor coordinator Assured Food Standards, who suggests that the British food industry can “hang its hat” on the reputation of the Red Tractor mark, already widely recognised as a sign of British provenance and quality.

    Moseley’s ideas for the future of the Red Tractor mark were revealed at the NFU Conference last week, where he told his audience that the Red Tractor mark could “behave more like a brand” and become a unique selling point for British food and drink products.

    According to Red Tractor themselves, two-thirds of UK consumers recognise the logo, with half admitting that it has positively influenced their shopping decisions, so Moseley’s plan to use the mark as a sign of quality does seem viable. He further explained his plans during the NFU Conference:

    “I believe that we now have the opportunity to behave more like a brand and something that we can really shout about both at home and abroad,” he said.

    “Markets are opening up and we should take advantage of that. Take the Asia-Pacific region as an example; they love the quality, safety and traceability that British assured products deliver.

    “The standards that Red Tractor food is produced to run right the way through the supply chain and are comprehensive. It’s something that British food can hang its hat on and use as a selling point. But we need to harness the continued support of the whole industry, including the NFU, AHDB and the primary food chain.”

    With the mark already appearing on more than £14billion worth of food and drink products in the UK, with more than 60,000 assured farm businesses registered to the scheme, an expansion on the scale of which would be necessary for Moseley ideas to work could be on the cards, but it would take a gesture of solidarity among UK manufacturers before it can become the branding powerhouse that Moseley hopes.


    Sam Bonson

    Sam is an aspiring novelist with a passion for fantasy and crime thrillers. He is currently working as a content writer, journalist & editor in an attempt to expand his horizons.
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    Item Reviewed: Red Tractor Logo Could “Behave More Like a Brand” to Boost Post-Brexit Trade Rating: 5 Reviewed By: Food Safety Co
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