UK retailer Sainsbury has revealed plans to phase out the use of its Red Tractor logo on in-store packs.

The move, announced today (17 October), will affect the supermarket’s own-label meat, poultry, dairy and fresh produce lines.

The Red Tractor logo sets criteria for producers and retailers to meet on food safety, environmental protection, animal welfare and British origin.

Sainsbury said the decision to remove the logo was down to consumers being “confused” by the number of logos being used on packs.

Responding to suggestions the retailer was taking a step back from supporting British farmers through the move, Sainsbury said this “couldn’t be further from the truth”.

“We are actually stepping up our commitment. We aim to double our sales of British food by 2020. Over the last five years we’ve invested GBP40m into British farming, for example paying our Dairy Development Group farmers a premium for good animal husbandry and environmental practices well above what is defined by Red Tractor.”

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The retailer added: “In August we led the way in paying our dedicated pork producers a premium to reflect rising feed costs. Only last month we announced a new GBP1m agricultural fund to support British farmers, and we were recently awarded for our leadership and innovation in retail by Compassion in World Farming.”

Sainsbury said it will still use the Red Tractor standards as part of its wider sourcing standards.