With planning well underway for this year’s Red Tractor Week (15 – 21 September), Red Tractor Assurance (RTA) is urging licensees not to miss out on the opportunity to make the most of the high profile awareness campaign and promote their own quality assurance credentials.
Fronted by farmer, musician and food writer, Alex James, consumer PR activity will primarily target shoppers aged 25 – 40, but it will also reach out to school children, to encourage them to think about where their food comes from.
Alex James said: “The Red Tractor logo is easy to spot and it sends a very clear message – ‘Quality food you can trust’. Looking for the logo is the simplest way to buy into sound farming practices; such as good animal welfare, certified standards & traceability. Labels can be confusing, the Red Tractor is the only one I look for.”
Photo competition
A UK wide social based media photo competition is also designed to get consumers looking for the logo. Entrants stand the chance of winning a luxury UK farm stay visit simply by uploading ‘farm to fork’ themed pictures to social media channels using the hash tags #FarmToFork / #TrustTheTractor.
New research about awareness levels amongst British adults of where food comes from will also be released during the Week and a national schools competition will target younger consumers. It will encourage pupils to think about where food comes from and why it is important to understand the provenance of ingredients. As part of the activity, selected schools have been invited to visit an assured farm during Red Tractor Week to see first-hand how they operate.
Opportunities for foodservice
Below are just some of the ways in which foodservice licensees can get involved in Red Tractor Week:
- Introduce a special Red Tractor Week menu championing the range of quality assured ingredients you source all year round
- Promote your involvement in Red Tractor Week on your website and via social media platforms
- School caterers: take the opportunity to teach children about quality assured food and encourage them to enter our schools competition with the chance to win farm visits and a food hamper
- Get in touch with georgina.park@redtractor.org.uk for the Red Tractor Week logo and other assets which can be used to show your support for the Week
