Retailers back Red Tractor logo, says report
The second Red Tractor labelling report reveals that retailers are using the Red Tractor logo on a greater proportion of their British products than last year – increasing from 66% to 70% this year.
Building on the success of last year’s inaugural report, Red Tractor Assurance has launched its latest labelling audit which analyses the use of the Red Tractor logo on British own-label products in Produce, Dairy, Meat and Bakery in UK retailers.
The independent audit recognises best practice and identifies missed labelling opportunities by category within each retailer.
The Red Tractor logo can now be found on around £12bn worth of food and drink products at retail sales value. The report also found that nearly half of the qualifying products carried the Red Tractor logo on front of pack.
Richard Cattell, head of marketing, Red Tractor Assurance, said: “Whist we’re pleased with the steps forward, the results highlighted that three in 10 products that qualify to carry the Red Tractor logo do not currently use it, which means there is plenty of opportunity to go after.”
Fresh Dairy (Milk and Cream) and Fresh Meat (Beef & Lamb, Pork and Poultry) categories both had the highest proportion of British products carrying the Red Tractor logo, 94% and 87% respectively.
However, the report identified significant opportunities within Fresh Produce and Processed Meats. Cattell, added: “An area that represents a significant opportunity for Red Tractor is the frozen category, as it is a growing area and consumers are looking for extra reassurance that frozen meat or produce it is still a quality product.”
Source: Red Tractor
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