RED TRACTOR has unveiled its new logo two decades after first launching.

The UK’s largest food assurance scheme covers about 75% of UK agricultural output and has 46,000 farmer members.

Its new logo seeks to highlight food produced entirely in the UK to “world-leading standards” of traceability, welfare and safety.

The new Red Tractor logo

On the new logo, pictured,

  • “Assured Food Standards” is replaced by the name “Red Tractor”
  • The tractor is updated to “modernise its appearance”
  • The tracor sits on a tick, indicating the product has been checked
  • Certified Standards clarifies what Red Tractor does.

New research has suggested that eight out of 10 shoppers recognise the Red Tractor marque.

Red Tractor CEO Jim Moseley said: “Given the great care and attention that Red Tractor and our farmers put into ensuring that the food we eat is safe and fully traceable, we owe it to our members to improve shoppers’ and diners’ understanding of the scheme.

“Created 20 years ago to rebuild trust in British Agriculture after a spate of food scares, the logo was designed to be very utilitarian. Two decades on, we are facing a new watershed moment, with the market facing huge uncertainty with the ongoing trade negotiations.

“At this time it is critical that we help shoppers to clearly differentiate which food has been produced and checked to world-leading standards from farm to pack – and the simplest way to do this is to look for the Red Tractor and the tick.”

The logo will be rolled out over 18 months as brands update their packaging. It will be supported by a 12-month £2m advertising campaign.