Farmers’ Union to plug UK produce

Donna Werbner 30-Apr-04

The National Farmers’ Union (NFU) is gearing up to launch a PR blitz in the food press this summer in an attempt to raise awareness about the high standards of British farming produce.

The organisation wants to raise the profile of the Little Red Tractor, a Food Standards Agency symbol that denotes food produced to stringent UK standards, by targeting day-time TV programmes, celebrity chefs and food editors on newspapers and magazines.

‘The vast majority of food that carries the Little Red Tractor label is produced by British farmers,’ said NFU director of comms Rachel Oliver. ‘We want to inspire consumer confidence.’

Andrew Jolliffe has been hired to come up with advertising for the campaign.

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