Traceable, safe and farmed with care message helps builds UK shoppers’ confidence in British food
In a strategic move to promote British food ahead of Christmas, Red Tractor has launched a dedicated campaign to inform and persuade shoppers of the benefits of supporting the traceable, safe and farmed with care principles behind much of the food that they buy.
A core part of Red Tractor’s strategy is to help advance and protect the UK food industry. The Red Tractor logo acts as a signpost for shoppers who want to support hardworking British farmers, particularly during this time of acute supply chain disruption and government drive for free trade agreements. The scheme’s targeted advertising approach has broadcast video on demand at its heart and is aimed at the principal shopper in every household. The new campaign is heavily weighted towards digital, social channels and print media to reach time-poor consumers who shop keenly on price.
It is expected to reach around two million unique viewers as they catch up on the nation’s favourite shows, including The Great British Bake Off, Grand Designs and Our Yorkshire Farm.
Growing trust in food
Findings from the recent Trust in Food Index has revealed that the UK public overwhelmingly backs British food as safe, traceable and good quality, and one of the main reasons behind this confidence is an implicit trust in the systems of regulation and assurance that exists here.
Today new figures from Red Tractor’s build on these findings and, show that most British consumers trust Red Tractor, a key pillar in the UK’s system of standards and regulation.
More than £14bn worth of home-produced food and drink sold in the UK bears the Red Tractor certified logo, having met rigorous standards throughout the supply chain – from farm to pack. Research from YouGov has found that around three-quarters of shoppers who are aware of Red Tractor say it as an independent source they can trust, with four out of five people saying that they actively looking for the logo when buying food.
Jim Moseley, Red Tractor’s chief executive, said: “At this time of unique change and pressure on British farming, and the unprecedented scrutiny and uncertainty over the food we eat. We know that the priority for consumers is having high quality, safe and affordable food that is farmed with care. The Red Tractor logo means that the food they buy has been responsibly sourced, safely produced and comes from British crops and animals that have been well cared for.
“Red Tractor was set up with a clear mission to rebuild the public’s trust in British food. Now, as the largest and most comprehensive assurance scheme, covering 75 per cent of agricultural produce, we are uniquely positioned to champion British food and farming with the nation’s shoppers and diners.
“Research shows that more than three quarters of UK primary shoppers (21.5 million) are familiar with the Red Tractor logo, and four out of five people actively look for the logo on pack, making it the most trusted food marque in the UK.
“This is not only fantastic news for Red Tractor, but more importantly it’s a huge seal of approval for the hard work and commitment of the millions of people who work in the UK food industry.“
British shoppers’ trust in UK food has climbed, partly due to ever-increasing awareness of the Red Tractor logo. Founded in 2000, Red Tractor is a world-leading food chain assurance scheme that underpins the high standards of British food and drink. It is the UK’s largest food and farm standards scheme and certifies products to rigorous standards from farm to pack.
Reaching and informing shoppers about the safety, traceability and responsible production of UK is central to Red Tractor’s campaign work. A TV advert which ran between March and May this year was watched by 21.3 million UK adults on live TV, had 3.3 million views on on-demand TV streaming services and 38.9 million views on YouTube.
In a recent survey, four out of five shoppers who typically buy the food for their household said that they now recognise the Red Tractor logo – surpassing all previous records for the brand.
Prompted awareness among primary shoppers – who are shown the logo and asked if they recognise it – stands at 77 per cent recognition, up two per cent on the previous year.
Meanwhile, unprompted awareness – where primary shoppers are asked about food assurance logos and namecheck Red Tractor without being given any prompts or reminders – has now hit 47 per cent, an increase of six per cent from 2020.
The UK’s first ever “Trust in Food” Index has been launched by Red Tractor and YouGov, capturing the UK public’s attitudes to food and drink.
The research, conducted by YouGov with over 3,500 adults across the UK, found the public overwhelmingly believes that the UK’s food is safe, traceable and good quality. British consumers trust UK food as much as water quality and NHS care, and significantly more than the police, judicial services, and other daily essentials and utilities, such as gas and electricity.
● UK public overwhelmingly backs UK food as safe, traceable and good quality, in stark
contrast to food from China and the USA
● Ireland and New Zealand top choices for UK food imports, followed by Sweden, Germany,
Italy, Denmark and the Netherlands
● More than twice as many Brits trust food bought in shops than in takeaways
● UK standards regime and assurance schemes key factor in high levels of confidence in UK
One of the main reasons behind the public’s confidence in British food is an implicit trust in the systems of regulation and assurance that exist in the UK. Half (48%) of those surveyed refer to high standards and regulations as the reason they trust food in the UK. Respondents also feel that inspection and assurance schemes such as British Lion and Red Tractor (70%) play a greater role than the Government (64%) in ensuring that the UK’s food is safe and of good quality.
Significantly, while 84% of UK consumers trust food from Britain, levels of trust in food from outside the UK vary wildly. Ireland and New Zealand maintain the highest levels of trust amongst UK consumers, followed by leading EU food producers such as Sweden, Germany, Italy, Denmark and the Netherlands. By contrast, only 25% of Brits trust food from the USA and just 11% trust food from China. Commonwealth countries such as Australia and Canada lag several of the major EU food producing countries. Just 17% of British consumers trust UK food a little or not at all. Of these, 40% base their criticism on the belief that the food available to them is unhealthy, overly processed or in other ways low quality.
More than twice as many people trust food bought in shops than trust takeaways and deliveries. Consumers’ trust in food ingredients they buy to prepare themselves at home is very high. This is especially the case with food perceived as local, bought in specialist or ‘hyper-local’ shops, which is trusted by more than eight out of ten people. Almost as many people (78%) trust food bought from supermarkets. The level of trust falls slightly for food prepared in restaurants (70%), with much lower trust in food from takeaways and deliveries (37%). The low level of trust in the takeaway sector is especially interesting given the exponential growth of the sector in the years leading up to the COVID-19 pandemic.
Christine Tacon, Chair, Red Tractor, said: “The most important finding in this Report isn’t simply that most people trust the food they buy in the UK. It’s the reason why. By far the biggest reason why people trust food here in the UK is the strength of our food standards and our independent assurance schemes.
“Crucially, the parts of the UK food industry where those standards and schemes are less visible to consumers – such as takeaways and food service businesses – have much lower levels of trust. More than twice as many people trust food from shops and supermarkets, where front of pack logos and certifications are visible, than trust takeaways and deliveries, where those standards and the regulations they follow are harder to track and see.
“What that tells us is that if we want to maintain trust in UK food over the coming years, the most important thing isn’t what trade deals we sign with other countries. It’s whether we keep backing our food standards regime, led by the Food Standards Agency, and supported by the many food assurance schemes which have been established over the past twenty years.”
“There is a lot in this report that is encouraging for us at Red Tractor, but it’s also shown that we have much more work to do. In particular, we need to put a much bigger focus on the food service sector and make sure that food with poor standards and low traceability doesn’t creep in through the back door. We’ll be repeating this research and publishing this Index every year to see how we are performing and whether UK consumers are continuing to trust the food we consume.”
Professor Susan Jebb, Chair of the Food Standards Agency, added: “I find it really encouraging to see the results of this poll which reaffirms our knowledge that people have strong levels of trust in UK food. Since its inception over 20 years ago, the FSA has become a highly trusted and independent regulator and we’re proud to support organisations like Red Tractor who have a shared aim of bringing openness and transparency to the food system so that people can have confidence in the food they eat.”
Neil Parish MP, Chair of the House of Commons EFRA Select Committee, said: “As a nation, we take pride in our nutritious home-grown food. This report shows how high trust in our food is, and this is reflective of our famers’ and growers’ commitment to high standards for animal welfare and the environment.
“It is important that the public’s confidence is maintained, which is why our farming sector must have the full support of the Government in upholding the highest standards while delivering affordable, healthy food. As the Government looks to introduce its new, more environmentally-focussed system of financial support for farmers, it is important that this agricultural transition does not present farmers with a choice between financial stability and high standards.”
Tim J. Smith, Chair of the Trade and Agriculture Commission, said: “Being able to trust that the food we buy has been produced to the highest possible standards is vital for all of us. This report gets to the heart of the challenge policymakers face as we embark on new trade deals.
“On the one hand, we have the prospect of greater choice and more affordable food from around the world. On the other, we have the right to expect the food we eat in the UK to have been produced to the same ethical, environmental and animal welfare standards. Over many decades those food standards, thanks to the hard work of the whole supply chain, have been greatly improved in our domestic food system.
“In our final report of the Trade and Agriculture Commission, we were clear that there should be no race to the bottom, no backsliding, and no turning back the clock on those standards as we develop our new trade strategy. A key part of this is continuing to promote transparency, traceability and labelling, in particular, country of origin labelling and third-party certification schemes such as Fairtrade, Red Tractor and the Rainforest Alliance.
“This report shows that the Government and food industry must do more to improve that transparency in the food service and out of home supply chains, and it is important that we take every opportunity to do so to maintain the levels of trust we have built in food in the UK. The Government are yet to respond to the Commission’s final recommendations, but it is crucial they take the findings from this report into consideration when they do.”
Susan Barratt, CEO of IGD, added: “It is hugely encouraging to see UK shoppers continuing to place their trust and confidence in the food and consumer goods industry, as demonstrated in this Red Tractor and You Gov research. This echoes ShopperVista from IGD data, which for many years has consistently shown that shoppers trust the food and consumer goods industry to provide safe, quality products.”
Nadim Ednan-Laperouse, Founder of the Natasha Allergy Research Foundation, said: “This report from Red Tractor shows again the scale of the UK allergy epidemic. Around a third of us are looking for information about allergens when we buy food, which is why it’s so important that the Government has now introduced Natasha’s Law.
“It’s crucial that everyone with a food allergy and intolerance can genuinely trust food bought and sold across the UK, and that’s one of the reasons why we’ve set up a parliamentary petition calling for an allergy tsar. We urgently need someone to act as a champion for people with allergies across the country and to make sure we’re doing everything we can to prevent sickness and avoidable deaths.”
The report can be viewed in full here