Retailers back Red Tractor logo

29 May 2012

The second Red Tractor labelling report reveals that retailers are using the
Red Tractor logo on a greater proportion of their British products than last
year – increasing from 66% to 70% this year. 

Building on the success of last year’s inaugural report, Red Tractor
Assurance has launched its latest labelling audit which analyses the use of
the Red Tractor logo on British own-label products in Produce, Dairy, Meat
and Bakery in UK retailers. The independent audit recognises best practice
and identifies missed labelling opportunities by category within each
retailer.

Richard Cattell, Head of Marketing, Red Tractor Assurance said:  “Following
the debate and thought stimulated by last year’s audit with UK retailers, I
am delighted to report progress over the last 12 months. This year we found
70% of British products surveyed carried the Red Tractor logo, an
improvement on 66% last year.”  

The Red Tractor logo can now be found on around £12 billion worth of food
and drink products at retail sales value. The report also found that nearly
half of the qualifying products carried the Red Tractor logo on front of
pack.

Richard Cattell, continued: “Whist we’re pleased with the steps forward, the
results highlighted that 3 in 10 products that qualify to carry the Red
Tractor logo do not currently use it, which means there is plenty of
opportunity to go after.”

Fresh Dairy (Milk and Cream) and Fresh Meat (Beef & Lamb, Pork and Poultry)
categories both had the highest proportion of British products carrying the
Red Tractor logo, 94% and 87% respectively. However, the report identified
significant opportunities within Fresh Produce and Processed Meats. Richard
Cattell, added: “An area that represents a significant opportunity for Red
Tractor is the frozen category, as it is a growing area and consumers are
looking for extra reassurance that frozen meat or produce it is still a
quality product.”