Three quarters of UK adults now recognise the Red Tractor logo, according to new consumer research by YouGov, based on an online survey of more than 2,000 people.
Ttracking data from the November survey shows awareness of Red Tractor is at 75%, a 3% increase since January 2025, putting the scheme marginally ahead of the Lion Mark for eggs at 72% for the first time.
Red Tractor’s director of marketing and commercial, Richard Cattell, attributed the growing awareness to both the breadth of the scheme, the visibility of the logo on packs and the impact of the ‘With you for 25 years’ consumer campaign, which launched in August and is set to reach 49.6 million people by March 2026.
“Red Tractor and other farm assurance schemes play an important role in helping shoppers make informed choices,” he said.
“For over 25 years the Red Tractor logo has been a symbol of safe, traceable and responsibly produced food, underpinned by the efforts of more than 40,000 farmers and growers working to deliver high standards year-round.
“Our new campaign not only celebrates British food but helps to remind consumers why the scheme is trusted by every major UK supermarket,” he adds.
“With ongoing questions about the clarity and value of food labelling, achieving this level of consumer recognition demonstrates that consistent, trusted marks can establish themselves in shoppers’ minds.”
Red Tractor CEO, Jim Moseley added: “Given that we’ve only been advertising since the end of 2018 this is a fantastic result.
“Clear, trusted labelling is vital in building confidence in British food, and while assurance schemes cover different products and standards, they share the same goal of giving consumers confidence.”
Red Tractor’s members include over 40,000 farmers and growers, accounting for 75% of UK agriculture production. Currently, 98% of dairy, 90% of pork and around 95% of poultry produced in the UK are produced to Red Tractor standards.