British Chicken Marketing has redesigned its red tractor farm assurance logo for the second time in 12 months.
A year ago, the promotional body shocked Assured Food Standards, which administers the red tractor, by launching a new logo independently. The new design featured the Union Jack, said to be a response to demand from farmers to emphasise the origin of assured produce.
Not long afterwards, AFS relaunched its own logo, also introducing a Union Jack. But after talks, BCM has agreed to modify its logo to bring it into line with that developed by AFS.