Red Tractor has launched a new farmer-led short film celebrating the skill, hard work and pride behind British food.
Released on 6 October, Proud to Farm recognises the contribution of more than 40,000 farmers and growers assured by Red Tractor. It follows months of unusually hot, dry weather that has put pressure on food production and impacting all farming sectors.
Proud to stand behind farmers and growers
Paul McLaughlin, Chief Executive of Red Tractor, says: “British farmers and growers are producing food against an incredibly challenging backdrop, and we believe their contribution deserves to be recognised and championed.
“We want to make the skill and care that goes into producing British food more visible to consumers and show farmers and growers that we are proud to stand behind them.”
Featuring real farmers and growers working to Red Tractor standards, Proud to Farm reflects both the difficult and rewarding days of producing food, and the moments that make the hard work worthwhile.
The short film also highlights the many roles farmers fulfil, with farmers featured describing themselves as food producers, business owners, mechanics, crop specialists, livestock experts and custodians of the countryside.
Recognising the responsibility in maintaining high standards
Its central message is that there is no such thing as ‘just a farmer’, recognising the responsibility involved in maintaining high standards and producing food for the nation.
Red Tractor assurance covers around three-quarters of UK agricultural production, with the logo appearing on more than £18bn worth of food and drink.
Earlier this year, Red Tractor’s 2026 Farmer Sentiment Survey found the majority of farmers believe assurance schemes play an important role in building consumer confidence, with many calling for Red Tractor to do more to champion assured British food and strengthen understanding of the standards behind it.
In August, Red Tractor worked with young farmers in British high streets to explore consumers’ understanding of farming, food production and product labelling.
Strengthening understanding and trust in British food
Mr McLaughlin says: “We know there is still a gap in understanding around how food is produced, but there is also a real sense of pride in British food and the farmers behind it.
“If this film helps more people understand the skill and commitment behind British farming, and builds confidence in the food our farmers produce, then it has done what we set out to achieve.”
NFU Deputy President, Paul Tompkins says: “British farmers and growers work incredibly hard to produce high-quality food while running businesses, caring for livestock and managing the countryside.
“We are extremely proud of the skill, commitment and dedication shown by everyone working across our sector, which is being recognised and celebrated in this film, with our farmers and growers at the heart of telling the story of British farming.
The full Proud to Farm film can be watched at: https://redtractor.org.uk/proud-to-farm/