Campaigns to urge British shoppers to buy high quality British produce have been kick started today with Red Tractor Week 2015.
From September 14 until September 20, consumers will have the chance to meet some of the British farmers who produce and supply their food at various supermarkets around the country.
NFU members started speaking to customers at supermarkets this morning (Monday September 14) to explain the Red Tractor logo’s importance.
NFU dairy board vice chairman, Michael Oakes said speaking to customers has shown that while there is consumer recognition of the Red Tractor logo, levels of understanding ’lagged behind.
He said: "All this week NFU members will be out and about to engage with shoppers to explain the wider importance of our industry and the importance of Red Tractor. In the current climate, farmers are keen to champion their products and their industry in a positive way.
"My view is that Red Tractor has an opportunity to help capitalise on farmer interest and channel it in a practical way. Not only would this benefit consumers and British agriculture, but it would also enhance the visibility of Red Tractor among farmers."
The campaign is being supported by Blur musician, cheesemaker and Red Tractor Assurance (RTA) ambassador, Alex James, and promoted by the Twitter handle #TrustTheTractor.
Launched alongside Red Tractor Week, RTA are urging retailers to be part of its 'biggest ever on-pack promotional campaign' later this year.
Over the course of seven weeks through September and October, consumers will have the chance to win a Farm Stay mini break worth £350 (one a day for 49 days) in a move to encourage consumers to purchase Red Tractor assured food.
RTA marketing manager, Andy Thompson said: "This has the potential to be the biggest on-pack promotion in the UK, appearing on millions of pounds worth of assured foods.
"As well as generating increased visibility of the Red Tractor logo and understanding of what it represents - which remains crucial at a time of continued heightened awareness around food sourcing - it will aso highlight the breadth of food types on which the logo can be used."
The campaign will run over all Red Tractor pre-packed branded goods, including meat, poultry, dairy, cereals and fresh produce.
As well as the Red Tractor promotions, AHDB beef and lamb recently released their new £1.6 million advertising campaign which will be launched in October.