Assured Food Standards, the independent organisation which manages the Red Tractor food assurance scheme, has announced measures to raise both the media and consumer profile of the Red Tractor logo in what it has described as “a big step forward in the evolution of Red Tractor food assurance”.
To enhance the consumer profile, the organisation has launched a new interactive website – at www.myRedTractor.co.uk – which is aimed at parents and children and includes a prize draw and children’s quiz.
Also with effect from the beginning of this month, the organisation has set up the Red Tractor Consumer Media Information Service, which will act as a press office to inform and educate the media about Red Tractor logo. The service will include facts and figures, seasonal information and a new recipe library.
Phase two of the campaign will develop the Red Tractor Day initiative, with the launch of Red Tractor Week which will be held from 9 July to 15 July and will incorporate national and regional events to raise consumer awareness of the Red Tractor scheme.
“It is the first stage in long-term consumer facing programme that aims to raise the profile of Red Tractor and make it part of their food purchasing decision,” says Julia Mooney, head of marketing at Assured Food Standards. “Its success is dependent upon the support of the industry and retailers and we are very encouraged by the feedback that we have received to date.”
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