Poundland chairman Colin Smith is to take over as chairman of Assured Food Standards 2003, the umbrella body behind the little red tractor logo.

AFS has been tasked with reducing the bureacracy associated with food assurance schemes, as recommended by the Policy Commission on the Future of Food and Farming.

The British Retail Consortium, which was a supporter of the establishment of AFS 2003, said that Smith was the right person for the job.

He is also chairman of online wholesaler Blueheath and is a former chief executive of Safeway.

Richard Ali, the BRC’s director of food policy, said: “Colin has a great track record in the food industry and will be a great asset.”