Sainsbury’s yesterday (7 February ) announces that it will put the British Farm Standard, Red Tractor, on all liquid milk, from 19th February 2000.
The move, which has been warmly welcomed by dairy farmers, is the next in a number of initiatives by Sainsbury’s to help customers identify British quality products in store. It also creates the opportunity for more dairy products to gain Red Tractor accreditation.
The NFU’s President, Ben Gill said at the NFU annual conference and AGM today: “This marks a really important development in the range of products now covered by the little Red Tractor. It opens the door to the logo being used on cream, cheese, yogurts and other desserts.”
Ian Merton Sainsbury’s Director of Fresh Foods said: “We are pleased to have helped in the process of gaining Red Tractor accreditation for milk. Sainsbury’s is committed to selling British products where ever possible, and the addition of the Red Tractor logo on our milk will reassure customers that they are buying the best of British.”
Rt Hon Nick Brown, Minister for Agriculture, Fisheries & Food said: “I am delighted with the announcement that Sainsbury’s is extending the mark to fresh milk. The challenge is to build the little red tractor into a powerful brand that communicates all that is best about British farm assurance.”
The Red Tractor was launched at Sainsbury’s in March 2000 and features on a wide range of meat and produce.