Red Tractor’s Board met on Friday 26 September. We had a packed agenda, with a lot of positive updates, and some more challenging discussions. Below is a summary of the most pertinent discussion points.
‘With you for 25 years’ campaign
Richard Cattell, Commercial and Marketing Director shared an update on Red Tractor’s current marketing campaign, which celebrates 25 years of Red Tractor. The campaign, which is currently showing on video-on-demand, radio and in store, will go live on mainstream TV on 20 October. For the first time, the advertising campaign is supported by social media influencer activation and PR. The campaign is expected to reach 93% of UK primary shoppers, making it our biggest yet. This campaign is funded through licensing revenues paid for by supply chain businesses.
Opening up overseas markets
At the direction of the Board, the Red Tractor team has been investigating the potential role that Red Tractor and the assurance we provide can play in supporting export initiatives that complement, and support endeavours already undertaken by AHDB. As a result, Red Tractor has been in discussions with processors. Representatives from all protein sectors have expressed an interest in exploring opportunities. Markets currently identified for more detailed investigation are the UAE, for chicken and dairy, and California for pork.
Delivering recommendations of the Farm Assurance Review
Red Tractor responded in full to the commissioner’s interim survey, reporting progress against recommendations made by the Farm Assurance Review. The Board reviewed the detailed response and congratulated the Red Tractor team on all its hard work. Ongoing progress will require collaboration with other schemes and stakeholders, something which Red Tractor hopes to support by convening a meeting of assurance schemes on 16 October.
Portal and data improvements
Significant progress is being made in developing and exploring new ways for members to share evidence of compliance remotely and information with assessors. These include developing a mechanism for geo-tagged photographs to be uploaded to the Red Tractor Members Portal as a way of logging compliance. Red Tractor is also in discussion with farm software providers to ensure they provide information needed and compliant for Red Tractor audits, and that assessors know how to access this information.
Sector strategy development
During September, Sector Boards held extraordinary online meetings to discuss the priorities for reviewing and evolving the standards for each Red Tractor assured farming sector. The proposals being developed aim to ensure Red Tractor’s requirements remain relevant, while also being practical and deliverable by farmers, taking onboard feedback. The strategies will be shared with stakeholders later in the year.
Farmer wellbeing
John Pain, Red Tractor’s newly appointed Vice Chair shared an update on his plans to ensure the wellbeing of farmers is incorporated into Red Tractor’s decision making. John is reaching out to relevant organisations, such as RABI and FCN, to seek their input. He also plans to meet with farmers to discuss their experiences.
Sector Board and member feedback
Red Tractor commissioned a survey of Sector Board members to understand their views towards Red Tractor’s governance and ways of working. Overall, the feedback shows a significant improvement in all areas in comparison to the survey commissioned for the Campbell Tickell Report in April 2024. The results will be shared with Sector Boards in their November meetings.
The Board also reviewed results from an anonymous post-assessment survey sent to all members following the completion of an audit. The results show year on year improvements in members’ perceptions of transparency, value and sentiment towards Red Tractor, with the majority reporting a positive experience. The Board welcomed these results but acknowledged that there is still more work to be done.
Responding to animal welfare exposés
The Board discussed Red Tractor’s responses to recent exposés of the mistreatment of pigs following undercover filming by Animal Justice Project. These exposés are deeply distressing and have a damaging impact on Red Tractor’s reputation, and that of British farming.
Red Tractor has taken a consistent approach to responding to all cases of mistreatment, suspending farm’s certification, investigating the causes and ensuring specific conditions were in place to ensure the welfare of animals before suspensions are lifted.
Red Tractor, through its Pigs Board, is working with the industry to raise awareness of the risks of non-conformance.
At the request of the industry, Red Tractor has been developing an enhanced welfare module for pigs, the final details of which will be communicated shortly with stakeholders.
Jim Moseley’s plans for retirement
In concluding the meeting, I shared the news that Jim Moseley, Chief Executive of Red Tractor has decided that now is the right time to take a step back from full time employment. Red Tractor has since announced Jim’s plans to retire in April 2026. On behalf of Red Tractor’s Board of Directors, I’d like to thank Jim for his unrelenting support for British food production. I’m very grateful for Jim’s support as we continue to deliver real, tangible change for farmers, while recruiting a new Chief Executive. The mechanism for recruiting a new CEO will be announced in due course.
If there’s anything in this update that you’d like to learn more about, please don’t hesitate to reach out to myself or one of the Directors who sit on our Board. Their details are below.
Kind regards,
Alistair Mackintosh
Red Tractor Chair
Red Tractor Board members:
- John Pain – Vice Chair
- David Exwood – Industry Director, Farmers Unions
- Will Jackson – Industry Director, AHDB (covered for by Ken Boyns on 26 September)
- Dean Holroyd – Industry Director, BMPA
- Natalie Smith – Industry Director, BRC
- Chris Goodwin – Independent Director, Finance
- James Russell – Independent Director, Vet
- John Dracup – Beef & Lamb Sector Chair
- Julian Sturdy – Combinable Crops and Sugar Beet Sector Chair
- Tim Lock – Dairy Sector Chair
- Lucy MacLennan – Fresh Produce Sector Chair
- Stewart Houston CBE, FRAgS – Pig Sector Chair
- Iain Gardner – Poultry Sector Chair
- Jim Moseley – Chief Executive