The NFU has discovered that only two per cent of consumers know that the mark stands for inspection and conscientious practice right across the food chain, while only 15 per cent recognise it endorses food farmed to a high-quality British standard.
It wants to highlight its key principle that ‘Red Tractor farmers deliver produce with a promise’ by bringing home to consumers how hard farmers work to ensure their produce is up to standard.
The campaign, which will be launched to the farm trade media next week, asks farmers to make personal promises about the health and welfare of their livestock, the care of their produce, the maintenance of their farms, and their colleagues and family.
The NFU then plans to publicise these promises – such as ‘I promise that the land my son inherits will be more fertile than when my father gave it to me’ or ‘I promise that each of my chickens can walk, turn, sit, preen, flap and stretch its wings’ – in consumer and retail trade media.
It is hoping to get the promises onto food retail receipts, product packaging and grocery displays and is looking for sponsorship from major food retailers, processors, distributors, suppliers and trade bodies. Caterers and schools will also be targeted with information about the campaign.
NFU also plans to make the promises visible where producers have direct contact with the public, such as by farm gates and footpaths.
Farmers will have a chance to win a ‘big red tractor’ if they take part in the campaign.