We’ve partnered with Grounded Research to improve our understanding of farmers and consumers
Red Tractor is pleased to have partnered with independent supply chain insight specialist Grounded Research to deepen our understanding of farmer and consumer perceptions as we work to strengthen confidence in the UK food system.
The collaboration brings together Red Tractor’s role as the UK’s largest and most recognised food assurance scheme with Grounded Research’s experience in delivering research across food and agriculture.
Strengthening confidence in the UK food system
As an initial step, Red Tractor members have been sent emails from Grounded Research requesting feedback about their experiences of farm assurance. All results will be aggregated and anonymised unless permission has been given to share quotes by the member. The results will inform a programme of improvements to Red Tractor’s standards, operations and communications.
There will also be an opportunity for farmers and growers to share feedback on the experiences following their Red Tractor assessment.
If you’re a Red Tractor member and can’t find an email from Grounded Research, please email hello@groundedresearch.co.uk with your membership number and they will resend the email.
About Grounded Research
Grounded Research is an independent research agency specialising in food, farming and environmental issues. The organisation is known and trusted for delivering robust, impartial research that reflects the realities of the agri-food system, working across the supply chain to ensure evidence is robust, representative and accurate.
Combining qualitative and quantitative approaches, gathers insight from farmers, businesses and consumers to explore complex and often sensitive issues. Findings are carefully analysed and translated into clear, practical outputs that support informed decision-making and continuous improvement across the sector.
For Red Tractor farmers and growers, this independence and specialist knowledge ensures that perspectives from those directly affected by assurance are captured accurately, understood, treated with care, and represented fairly, providing a trusted evidence base to inform future development.
“Grounded Research’s role is to design and deliver independent research that accurately reflects the experiences and perspectives of Red Tractor members. Within this research programme, our focus is on ensuring that evidence is gathered systematically, analysed objectively and reported without advocacy or agenda. By doing so, we aim to support better research for farmers and a stronger evidence base for Red Tractor industry to make informed decisions on behalf of members for a stronger assurance scheme for UK agriculture.” Clare Otridge, Director of Grounded Research