Red Tractor logo more prevalent than ever in UK stores
A new report on the Red Tractor labelling reveals that retailers are now using the Red Tractor logo on a much higher proportion of British products than they did last year, with an increase from 66% to 70%.
Building on the success they achieved with their inaugural report in 2011, Red Tractor Assurance have launched their latest labelling audit that analyses the usage of the Red Tractor logo on own label products from Britain, including Dairy, Meat, Produce and Bakery items within UK retailers.
This independent audit recognises the best practices and also identifies opportunities where the chance to label was available. This is done by category within every retailer.
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.
Richard Cattell, Head of Marketing, Red Tractor Assurance said: “Following the debate and thought stimulated by last year’s audit with UK retailers, I am delighted to report progress over the last 12 months. This year we found 70% of British products surveyed carried the Red Tractor logo, an improvement on 66% last year.”
The Red Tractor logo can now be found on around £12 billion 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, continued: “Whist we’re pleased with the steps forward, the results highlighted that 3 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. Richard 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
