The Little Red Tractor Symbol was introduced over a year ago and is used to indicate food produced to
NFU British Farm Standards. We mentioned it when it was introduced but, according to NFU research, it seems that only one in three shoppers have noticed it, though 60% of shoppers in the ABC1 sector -those with higher incomes -say they are more likely to buy food showing the symbol.
Its aim is to provide consumers with a ' single stamp of approval which they can trust. It is used on home-produced meat, milk, cereals, vegetables, fruit and salads and can only be applied to produce that has been grown, or reared, to the standards of the NFU’s Farm Assurance schemes. Those who join these schemes are independently checked to ensure they measure up to the standards of the food safety and hygiene, animal welfare, and environmental regulations.
Normally the tractor body (an Flying on its back) is coloured red, with blue wheels on a white background. Those with some imagination may be able to recognise that this proves the British origin of the standard. Many thanks to the Exeter and District Consumer Group, whose Magazine EXCHECKER contained an explanation of the symbol.
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