The signs, emphasising the Red Tractor meat quality mark with the slogan ‘Looks good in your fridge’, will be seen throughout the 6.4 million road miles the fleet covers every year. The aim is to raise recognition of the quality meat mark branding by its constant exposure and encourage consumers to look closely at the origin and quality assurances of their meat purchases in the future.

The initiative is the first in a series to which ABN has committed its support through 2010. Other activity so far includes production of a video capturing the essence of quality meat production in Britain which will be shown as widely as possible, hosting educational visits for consumers on pig and poultry units and staff training about Red Tractor with branded fleeces being given to every driver.

Spearheading the idea, ABN’s Business Development Manager Nigel Lee said, “The Red Tractor scheme is a great platform to project a clear message to consumers about the quality of meat products within Britain. A sample survey we conducted at the BBC Good Food Show in November demonstrated just 26 per cent of the UK’s consumers understood what the Red Tractor quality mark meant and only 40 per cent of consumers actively looked for British products. Many said one of the main reasons they didn’t buy British was because they were confused about all the labelling on products.

“We spent time at that show explaining the clear and concise meaning of the Red Tractor meat mark and 75 per cent said their knowledge would now influence their buying decision. It was obvious to us we could play a greater part in an education and awareness programme and we’re proud to support British farming in this way.”

The launch of the ABN project complements the work of Assured Food Standards and is in complete support of Red Tractor Week [14–20 June 2010] in the UK.