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Red Tractor has today launched ‘Britain’s Biggest Farmers Market’, a new campaign which aims to set out the food standards scheme’s credentials for ensuring UK produced food and drink carrying its label can be trusted, safe and are farmed with care.

The £1 million campaign will highlight how Red Tractor uniquely brings together some of the best farmers, producers, retailers and food service operators from across the country to deliver great quality British food, produced to its high standards.

‘Britain’s Biggest Farmers Market’ is designed to tap into the desire of millions of shoppers and diners across the country to buy local or British food. The campaign highlights that by simply ‘looking for Red Tractor’ in supermarkets and restaurants, people can be confident when buying products carrying the Red Tractor logo, that they are helping provide support and security for British farmers and food producers.

CEO of Red Tractor Jim Moseley said:

‘We believe passionately that everyone should be able to buy quality food they can trust, whatever their budget. Red Tractor wants to support hard-pressed, time-poor Brits to feel confident and good about their choices when shopping and eating out.’

‘Looking for Red Tractor is an easy way for people to buy food which is so much more than being British. It signifies that the food has been checked every step of the way from farm to pack, has been produced safely, responsibly sourced and carefully farmed.

‘We have some of the best and award-winning farmers in our scheme, farmers who share our values and believe we are a vital component for maintaining the trust of shoppers and diners around UK food production. ‘Britain’s Biggest Farmers Market’ has over 46,000 farmer members, and the food and drink using our logo is valued at more than £14 billion.

‘By choosing Red Tractor, people don’t need to work hard or look very far to help foster a better future for British agriculture, farmers, growers and producers.’

‘Britain’s Biggest Farmers Market’ campaign builds on the work Red Tractor has undertaken in recent years to strengthen its farm inspection programme, improve its standard requirements and to develop a new suite of modular standards to broaden its specifications to include organic, enhanced welfare and environmentally sustainable production next year.

The campaign will kick off with the relaunch of its first ever major TV ad, which will again run on prime-time TV and digital channels during flagship shows like Emmerdale and Gogglebox. Britain’s Biggest Farmers Market’ will also be supported by major supermarkets and food brands.

Since the ad was first aired last autumn, research has found that two thirds of British shoppers purchasing decisions are being positively influenced by the Red Tractor logo. More than four out of 10 people would trade up on seeing the logo, three times more people believe that the Red Tractor means that food is safer to eat, and the number of shoppers who believe that Red Tractor certified animals and produce have been cared for properly has almost doubled.

Mr Moseley added ‘This is great news for British farmers and food manufacturers who are facing into an increasingly competitive and uncertain marketplace.’

Red Tractor is the UK’s largest food standards scheme, covering animal welfare, food safety, traceability and environmental protection. Working with experts in their fields, the programme ensures that families across Britain have access to safe, quality food that has been grown and reared in the UK to rigorous farming standards.