Jeremy Clarkson has used his Sunday Times column to call out apparent double standards in public sector food procurement.
Writing about the use of imported chicken in school meals, he described it as ‘staggering’ that food produced overseas can undercut locally produced British chicken.
Look for the logo to ensure produce has come from a British farm
He urged consumers wanting to buy British to look for the Red Tractor logo to ensure produce has come from a British farm and in doing so, highlighted the ‘lengths farmers go to, to produce high UK standards’, while competing with imports produced to very different ones.
He acknowledged that while meeting assurance requirements can feel demanding at times, it results in farms that are ‘clean, efficient and well-run, with animals properly cared for’.
Giving consumers confidence
Responding, Jim Moseley, CEO of Red Tractor, said: “Producing food to high standards doesn’t come without effort, but it’s something British farmers should be proud of. That commitment is what underpins the reputation of British food.
“Red Tractor exists to make that work visible. It gives consumers confidence that the food they’re buying is safe, traceable and responsibly produced here in the UK.
“It’s encouraging to see that recognition reflected in Clarkson’s comments. When he tells shoppers to ‘look for the little Red Tractor’, it reinforces the trust that consumers already place in British food and the standards behind it.
“Most importantly, it recognises the people behind it – British farmers.”
The importance of backing farmers who deliver high standards
Red Tractor is the UK’s largest food assurance scheme, with more than 40,000 farmers committed to producing food to rigorous standards covering animal welfare, food safety, traceability and environmental protection.
Clarkson’s comments reflect a growing understanding of how food is produced – and the importance of backing farmers who deliver high standards every day.
Mr Moseley adds: “I genuinely hope farmers take pride in this recognition – because it is truly deserved.”