Red Tractor is
back on TV
Red Tractor is back on TV, as part of a major consumer campaign, reaching 30 million adults across the UK and supported by radio and online advertising.
Our animated advert celebrates the role food plays in bringing people together, from everyday meals to life’s bigger moments. It highlights the assurance behind the Red Tractor logo and encourages consumers to look for the Red Tractor logo when they shop.
For more than 25 years, Red Tractor has been helping to provide confidence in UK food and farming.
Our latest Trust in Food research shows 94% of UK consumers trust UK food and 80% trust British farmers. Assurance is also becoming increasingly important, with 74% of consumers saying assurance certification drives their trust in food, up from 54% in 2022.
By continuing to build awareness and understanding of what the Red Tractor logo represents, we’re helping consumers recognise the logo and understand the assurance behind it.
Our history
Red Tractor was created following the food scares of the 1990s as an industry-wide collaboration to restore confidence in UK food and farming. Today, Red Tractor is the UK’s most recognised farm assurance scheme, trusted by businesses and consumers — a reputation built on the hard work and dedication of our farming and food business members, supported by their expertise and counsel.
Today, over £17 billion worth of British food carries the Red Tractor logo, and all major UK retailers rely on our standards to source high-quality British produce. As consumer expectations evolve, we continue raising awareness of what it means to be Red Tractor assured and delivering our vision: to be the pride of British food and farming, trusted at home and abroad by consumers, buyers, and governments.
1996
UK food reputation experiences major crises after confirmation that BSE (‘Mad Cow Disease’) can jump from cattle to humans. Together, the food and farming industry start to form a collective approach to assuring high quality, safe and traceable standards of food production.
2000
Red Tractor launches
Red Tractor is launched by Tony Blair, Former Prime Minister, on the steps of 10 Downing Street.
2009
The Red Tractor scheme incorporates all farming sectors: beef, lamb, diary, poultry, pigs, crops and fresh produce. The logo appears on £10 billion of food and drink in the UK.
2013
Red Tractor’s robust traceability system reassures retailers and consumers amidst horse meat scandal.
2017
Red Tractor fresh produce standards are recognised by GLOBAL G.A.P., marking an important step in Red Tractor’s earned recognition.
2018
Red Tractor launches first national TV Campaign and new logo.
2020
Red Tractor adds a new range of marques to broaden its offer for shoppers, and rolls out its member portal and remote assessments in response to the Covid-19 pandemic.
2021
Red Tractor launches its first Trust in Food Index to track consumer confidence in the UK food system, revealing the resurgence of trust and belief in safe, traceable and high-quality UK food.
2025
Red Tractor marks its 25-year anniversary with a farmer-first strategy that details commitments to growers and producers for years to come. The number of licensed businesses continues to grow, joining household names such as Weetabix, Silver Spoon, McCains and Muller as Red Tractor Assured businesses.
“It’s easy to forget how different the world was 25 years ago – a relatively short length of time, but one that has seen a transformation in British food and farming. Since day one, Red Tractor’s members and partners have been integral to its evolution and we are hugely thankful for all their support.”
Philippa Wiltshire, Head of Operations at Red Tractor
“I would like to congratulate Red Tractor on its 25th anniversary and the work it has done to enhance the reputation of British agriculture with many customers. We look forward to working with Red Tractor on its continued development.”
Emily Norton, AHDB Chair
