The Red Tractor Board met on Friday 18 July 2025 following meetings of all six Sector Board meetings in June and the Standards Committee on 8 July. The Board focused on:
- A report from the Audit & Finance Committee on Red Tractor’s Management Accounts.
- Feedback from Sector Boards.
- Progress in delivering the Farm Assurance Review.
- Delivery of Red Tractor’s communications and marketing strategies.
Red Tractor’s accounts
I’m pleased to share that the auditors confirmed that Red Tractor’s accounts are in good order and no issues were raised. Accounts will now be sent to Companies House for filing.
Sector Board meetings
During June, Red Tractor Sector Boards agreed a path forward for identifying changes to Red Tractor’s requirements. This involved reviewing new Terms of Reference for Sector Boards and a Policy for the Development of Red Tractor Standards. The Board discussed Sector Boards’ feedback on these documents and agreed amendments. Following one further round of feedback from Sector Boards, the Board hopes to approve these documents over the summer.
Sector Boards also began discussions on developing sector-specific strategies to deliver the improvements for each sector. Drafts are now being developed by Red Tractor and will be reviewed by Sector Boards in September.
Delivering our commitments to the Farm Assurance Review
The Board reviewed a summary of progress in delivering our commitments to the Farm Assurance Review, which are published on our website.
Red Tractor is pushing ahead with operational improvements such as changes to the Member Portal and opportunities for joint-assessments. In the pigs sector, at the industry’s request, we’re moving ahead with an outdoor-focused module and labelling. And in Fresh Produce, we’re working with the Fresh Produce Consortium to map opportunities to reduce audit burden.
Sector Strategies will form an important next step in delivering the changes members have asked for.
Communications
Red Tractor’s Director of Communications and Engagement provided an update on communications activities delivered in the past four months, as well as work underway. Key highlights include:
- Improvements to the Red Tractor website, focusing on improvements to assurance information for members improving user journeys, SEO, accessibility, content and design.
- Trialling new ways of cascading information from Sector Boards to representative’s organisations.
- Appointing a PR agency to deliver consumer-facing communications as part of Red Tractor’s efforts to raise awareness with consumers on the importance of assured British farming.
- New research showing increasing consumer trust in British food, has been used to actively champion British farmers and growers, making the case for government, retailers, brands and consumers to back British.
- Communications to all Red Tractor stakeholders to mark 25 years since the creation of Red Tractor.
- Commentary on the UK Government’s Food Strategy for England.
Consumer marketing and PR
In late August, Red Tractor will launch a new consumer marketing and PR campaign combining video on demand, TV, radio, out of home and in-store advertising together with consumer PR activation working with social media content creators. The campaign focusses on an average family kitchen over the course of 25 years – as the family and their lives evolve, Red Tractor and British farmers remain the constant, providing them with reassurance about their food throughout. Look out for the advert and social content from 22 August, with TV advertising and media outreach starting on 20 October.
To support the campaign, Red Tractor is also thanking farmers for their hard work and commitment to upholding standards. As part of this initiative, we’re sponsoring the 2025 Mixed Farmer of the Year Award at the Farmers Weekly Awards, and inviting members to join us there.
Meeting members face to face
Another important element of our communications strategy is meeting members and stakeholders face-to-face. We’re planning a Roadshow, taking our staff and Sector Chairs to meet our members later this year.
Since being appointed Chair of Red Tractor, I’ve also been very busy meeting with members and industry representatives. This has included participating in the NFU Midlands Regional Board meeting, speaking with NFU Scotland and other stakeholders at the Royal Highland Show, and participating in the Farmers Weekly Question Time panel discussion at Cereals. The feedback during these meetings has been very positive and constructive on Red Tractor’s efforts to implement change following the Farm Assurance Review. We’ll continue to engage in other events over the year to share updates and build understanding of our work.
As ever, thank you for your ongoing support and commitment to ensuring confidence in British farming.
Best wishes
Alistair Mackintosh
Red Tractor Chair
Red Tractor Board members:
- David Exwood – Industry Director
- Will Jackson – AHDB (covered for by Ken Boyns on 18 July)
- Dean Holroyd – Industry Director
- Natalie Smith – Industry Director (absent from the 18 July meeting)
- John Pain – Independent Director
- Chris Goodwin – Independent Director
- James Russell – Independent Director (absent from the 18 July meeting)
- John Reed – Industry Director
- John Dracup – Beef & Lamb Sector Director
- Julian Sturdy – Combinable Crops and Sugar Beet Sector Chair (absent from the 18 July meeting)
- Tim Lock – Dairy Sector Director
- Lucy MacLennan – Fresh Produce Sector Director
- Stewart Houston CBE, FRAgS – Pig Sector Director
- Iain Gardner – Poultry Sector Director
- Jim Moseley – Chief Executive