Exclusive Gillian Law Most food suppliers have not heard of the new British farm standard logo, says a survey carried out for The Grocer. And more than half of those quizzed said they would not be using it. The survey ­ carried out by William Reed Knowledge Store using a representative sample of suppliers ­ found 62% of companies were still in the dark about the logo. Our survey found that although 77% of firms thought the logo was a good idea ­ and 68% thought it would improve the image of British produce ­ only 37% said they would use it. The consensus among suppliers is that there are too many logos in circulation, with many already using regional or product-specific marks. Suppliers also said they disliked the design, with some saying it should include a Union Jack. Others said, however, that if the logo was marketed properly, was networked through multiple retailers and became a sales driver they would begin to use it. But their downbeat verdict on the logo will be a massive blow for the National Farmers' Union, which is behind the initiative. PM Tony Blair unveiled the logo during his farming crisis summit last month and it is due to make its debut in June. However, the NFU stressed that the mark had not been properly launched so it was not surprising people had not heard of it. A spokesman said the launch would be held at the end of May. He added: "We plan to make as big a splash as possible." All the major UK supermarkets had agreed to carry the brand and to have it on pack from early June, he said. Use of the mark will be free and will be controlled through a system of licences and sub-licences controlled by the British Farm Standard Council. {{NEWS }}