New advertising campaign celebrates 25 years of safe, British food

Red Tractor is celebrating 25 years since its launch with a new TV advertisement that spotlights the role of Red Tractor assurance in putting safe, traceable and responsibly produced food at the heart of family mealtimes. 

Its new ‘With You For 25 Years’ campaign highlights the everyday moments that matter most – families coming together around the kitchen table to share delicious food prepared with care.

With You For 25 Years

Thanks to the daily commitment of farmers and food businesses who uphold Red Tractor’s rigorous standards, consumer trust in UK-produced food is now at a high of 94%, a significant turn-around since the food safety crises of the 1990s. YouGov research also shows that over two thirds of shoppers recognise and trust the Red Tractor logo, seeing it as an independent source of assurance they can trust.  

Red Tractor’s Trust in Food Index recently revealed that British shoppers overwhelmingly value the reassurance of knowing where their food comes from and how it’s produced. 90% of people now want more food to be produced in the UK, and food assurance schemes are the number one reason Brits trust that UK food is safe and high quality, with trust in food assurance rising from 68% (2024) to 79% (2025).

This achievement is only possible thanks to the collaboration of the entire food and farming industry. Red Tractor was founded in 2000 by farming unions, food industry organisations and retailers, with a governance structure that ensures the distilled wisdom of the entire food chain is utilised and that there is an equitable balance of interests throughout its Boards and Committees.

John Pain, Board Director and Vice Chair of Red Tractor commented:

“At the core of the 25th anniversary celebrations is a sincere thank you to all Red Tractor partners – the farmers, processors, food outlets, retailers and brands who stand behind the Red Tractor logo.”

The next 25 years of standards

Natalie Smith, Tesco Head of Agriculture said:

“We’re proud to support British agriculture and the thousands of farmers and producers who provide us with quality, affordable, sustainable products year-round. Certification schemes play a key role in providing reassurance for customers, and over the past 25 years, Red Tractor has established itself as a mark of quality, standing for food safety standards, animal welfare and environmental protection.  

“We recognise there is still more to do, and it’s essential we continue to work in partnership with Red Tractor to improve standards, and take quick action to drive forward change, strengthening the farming industry for generations to come.”

In the coming weeks, Red Tractor will also go behind the scenes of real family kitchens to hear stories about what makes food and mealtimes so meaningful, with content to be featured across its social media channels.

Red Tractor’s new advert will be broadcast across on-demand video services and radio from August, and will launch across linear TV from October.