Ministerial Support for Red Tractor Week Promotion

This year’s Red Tractor Week is set to be the largest ever. The week, which begins on September 14th will be the start of a seven week campaign to encourage shoppers to buy Red Tractor labelled food.

The promotion involves on-pack stickers giving shoppers the chance to win a Farm Stay mini break worth £350 (one a day for 49 days). In an unprecedented move, the promotion will run across all Red Tractor pre-packed branded goods, including meat and poultry, dairy, cereals and fresh produce – equating to millions of pounds worth of assured food. ASDA, Tesco, Morrisons, Waitrose, Cooperative, Lidl and Aldi have already signed up to take part.

Red tractor Campaign Pack

Red Tractor will use the promotion to raise awareness of the standards behind the Red Tractor and encourage consumers to look for the logo on-pack. Alex James, Red Tractor brand ambassador, will be appearing on TV and radio w/c 14th September to promote the on-pack promotion and the start of Red Tractor Week.

Red Tractor farmers across the country will also play a vital role in launching the campaign on Monday 14th September. With the support of the food retailers, farmers will be talking to shoppers outside supermarkets to encourage them to look for the Red Tractor promotional packs and explain what sits behind the on-pack logo.

Farmers are also being encouraged to get involved through a high profile social media campaign #trustthetractor by telling consumers what they do and why supporting Red Tractor is so important.

Minister of State at DEFRA, George Eustice MP, has pledged his support for the high profile campaign.

George Eustice MP said:
“The Red Tractor label helps shoppers have confidence that the produce they are buying has been grown to British standards. British food has a global reputation for quality, traceability and great taste – our food and farming industry is worth over £100bn and employs one in eight people. By choosing food labelled with the Red Tractor, shoppers are showing their support for our hard-working farmers.”

Red tractor

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