Red Tractor logo flies the flag - UK - April 2005 sees the launch of a powerful new logo for the Red Tractor. Designed by Assured Food Standards (AFS) as part of their new marketing strategy, the logo is presented as a robust and recognisable symbol signifying whole food chain assurance to a rigorous set of independently inspected standards.

A new consumer message will focus on the fact that Red Tractor food is delivered by an alliance of British farmers, processors, retailers and distributors working together to deliver safe food ‘every step of the way’.

With the Union flag a clear part of the new symbol, the logo also offers a stronger endorsement of origin, dispelling any confusion about the provenance of Red Tractor food.

Replacing the words ‘British Farm Standard’ with ‘Assured Food Standards’ more accurately explains the full scope of Red Tractor assurance to consumers. Research has shown that shoppers respond well to the concept of ‘whole chain assurance’. Now that Red Tractor covers all links of the food chain, this powerful claim will be used to its full potential.

Replacing the word ‘British’ with a Union flag tells consumers that the food has been produced, processed and packed in the UK. It will make it easier for consumers to seek out British produce with a single point of reference.

Commenting on the new logo, AFS Head of Marketing, Bev Wilson said, “The new logo is a powerful expression of Red Tractor values. It offers reassurance about origin and traceability throughout the food chain. And symbolises the delivery of safe and conscientiously produced food.

Source: Red Tractor - 4th April 2005