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