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Red Tractor Assurance is extremely disappointed that Sainsbury’s has decided to drop the Red Tractor logo from their labels.
We know that our 79,000 assured farmers will be dismayed. Farmers are rightly proud of the logo and work hard to produce food to high standards of food safety, animal health and welfare and environmental protection. A recent survey showed that more than 80% of farmer members believe the logo is the right tool to communicate to consumers both the good standards that they follow and the origin of the food. Equally, recent YouGov research shows that 64% of UK primary shoppers are positively influenced by independent quality assurance and over 25% proactively look for the Red Tractor mark in shops.
This move by Sainsbury’s will mean shoppers will no longer have this confirmation of independent assurance on-pack. And whilst we are reassured that Sainsbury’s will continue to use the standards as the backbone of their UK sourcing policy, it is frustrating that they will not recognise this on pack. We believe this is to the detriment of UK shoppers, many of whom currently use the Red Tractor as their short-cut to quality food with a guarantee of origin, not only when they are doing their weekly shop, but also in restaurants and cafes across the country.
Since its inception in 2000, we have been working to cut the confusion for millions of shoppers on food labelling through a single on-pack logo signifying quality and origin. The scheme has been rolled out across a broad range of food categories, in shops and food service outlets across the country.
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