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New Red Tractor logo for Ready Meals

Last year’s problems with horse meat adulteration added extra impetus to this new development. The new logo can be adapted for all proteins such as beef, poultry, lamb or pork and there are plans to roll it out during the course of 2014.

view of the red tractor logo for assured british beef.

Whilst consumers are already familiar with the standard Red Tractor logo found on millions of food and beverage packs every day including fresh meat, dairy products, potatoes and sausages, there hasn’t been a logo for use on more complicated products like ready meals and pies, where the meat element makes up a smaller proportion of the total meal.

Richard Cattell, Head of Communications & Marketing, Red Tractor Assurance, said:

“Our research shows that more than half of consumers would be more likely to buy products like ready meals and pies featuring the Red Tractor logo. An IGD survey commissioned by Red Tractor Assurance in 2013 revealed that 52% of consumers would be more likely to buy if it was labelled with the new Red Tractor logo. This represents a significant development for retailers and manufacturers and means the Red Tractor logo is truly fit for purpose.”

Meurig Raymond, Deputy President, NFU says:

“I am delighted that with the development of the new ‘Made with’ Red Tractor logo there are even more opportunities to highlight the British sourced assured ingredients that our members work so hard to supply to consumers.”

During February and March, ASDA customers will start to see the new ‘Made With’ logo on chilled beef ready-meals, including Spaghetti Bolognese, Lasagne and Cottage Pie.

Ade McKeon, Asda Brand Director said:

“We’re proud to have worked with Red Tractor on a project of this kind.

Our customers tell us that it’s important for them to know exactly where their food comes from so we’re delighted that from February 2014 we will be the first retailer to have the Red Tractor stamp of approval on all our chilled beef ready meals.

And we haven’t just stopped at sourcing Red Tractor beef; we’re now using Red Tractor Assured potatoes in our chilled beef ready meals.”

Asda will also be communicating to shoppers what the Red Tractor logo stands for – and in particular the new ‘Made with’ logo.

For more information download the Full Trade Press Release here

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