Red Tractor to strengthen inspection programme
Red Tractor has announced plans to strengthen its farm animal inspection programme and broaden its regime in a bid to maintain consumer trust and promote UK food and farming standards.
The move will see Red Tractor introduce more unannounced inspections, together with the creation of additional ‘Modular Standards’. These modules could cover areas such as organic, environmentally sustainable or enriched animal welfare and will be launched with a labelling system to improve consumer clarity.
“I believe that this is one of the most exciting times in Red Tractor’s 19 year history and I am very proud to be leading us through these changes,” said Jim Moseley, CEO of Red Tractor Assurance.
“Our vision is that Red Tractor is seen by shoppers, farmers and the food industry as the flagship of British food and farming. Red Tractor is already a world-leading assurance scheme; however, we are constantly strengthening our standards in line with scientific advances and consumer demand.
“We know shoppers are increasingly looking for more informed choice and simple signposts to traceable, safe and responsibly produced food, which is why we are looking to extend the remit of Red Tractor. Increasing confidence in Red Tractor and the entire UK food industry is vital, particularly as we approach Brexit.”
To communicate its message to consumers, Red Tractor is set to launch its first ever television campaign, supported by print, digital and in-store activity.
Moseley added; “We know consumers are twice as likely to look for Red Tractor products if they know more about what it stands for, which is why it is vital we invest in large-scale communications to tell them what we do.”