Benchmark audit reports 70% front of pack usage on more than £11billion food and drink products in UK retailers

Assured Food Standards (AFS), the body behind Red Tractor Assurance, has announced the results of its first ever labelling report. The labelling report is an independent audit to assess current usage of the Red Tractor logo in the UK retail market, and to determine best practise and efficacy.

The Red Tractor logo can now be found on more than £11 billion worth of food and drink products. Key findings from the report show that of these £11 billion products, the logo is used front of pack 70% of the time. More than 55% UK shoppers now recognise the mark, making it the most recognised assurance symbol behind the Fairtrade Foundation logo (90%).

The findings have been presented to retailers and opportunities for best practise have already been implemented in some cases. Key opportunities for further engagement have presented themselves in the own brand ranges of all retailers where products qualify in terms of standards of production and are sourced verifiably in the UK.

David Clarke, CEO, Red Tractor Assurance said; “Our original aim and intention of being one logo, one easily recognisable sign of assurance common across a diverse range of products and industry sectors is still important today. The commissioning of a formal audit across the retail market symbolises a pivotal moment for Red Tractor Assurance. It’s a moment where we move from simply being an on-pack assurance logo to being recognised as a movement with intrinsic value that retailers can use to communicate directly with consumers.”

There were also excellent examples of best practise within the branded goods sector where brand owners wish to indicate the assured quality and provenance of their raw ingredients. Excellent examples include: Country Life, McCain and Shredded Wheat. Significant opportunity for growth exists within branded products whose appeal contains reference to proper sourcing and transparent origin.

The Red Tractor labelling report was carried out in Quarter 1 (Jan – Mar) 2011. It is not an audit of sourcing policy but will help to identify opportunities to improve the communication of the Red Tractor logo to consumers via retailers. This will ensure business value for the retailers, packers, farmers, growers and manufacturers whose products bear the logo.

For further information on Red Tractor visit www.redtractor.org.uk.