In response to retailer and consumer demand, Red Tractor has launched a new logo to provide further assurances over the quality, traceability and provenance of the meat in products such as ready-meals.
Last year’s problems with horsemeat adulteration added extra impetus to this new development. The new logo can be adapted for all proteins such as beef, poultry, lamb or pork and there are plans to roll it out during the course of 2014.
While consumers are already familiar with the standard Red Tractor logo found on millions of food and beverage packs every day including fresh meat, dairy products, potatoes and sausages, there hasn’t been a logo for use on more complicated products like ready meals and pies, where the meat element makes up a smaller proportion of the total meal.
“Our research shows that more than half of consumers would be more likely to buy products like ready meals and pies featuring the Red Tractor logo,” Red Tractor’s Richard Cattell said. “An IGD survey commissioned by Red Tractor Assurance in 2013 revealed that 52% of consumers would be more likely to buy if it was labelled with the new Red Tractor logo. This represents a significant development for retailers and manufacturers and means the Red Tractor logo is truly fit for purpose.”
New NFU president Meurig Raymond said he was delighted that with the development of the new Made with’ Red Tractor logo there were even more opportunities to highlight British-sourced assured ingredients.”
ASDA customers will be among the first to see the new Made With’ logo on chilled beef ready-meals, including spaghetti bolognese, lasagne and cottage pie.