The little red tractor has reached adulthood, The Grocer can reveal.
Assured Foods Standards, which administers the farm assurance scheme behind the mark, is to drop the word ‘little’ and rechristen it simply the red tractor. AFS will also on Tuesday unveil a new-look mark, which now incorporates a Union Jack and replaces the British Farm Standard slogan with Assured Food Standards.
A marketing campaign will begin next week in a bid to educate consumers. The major supermarkets are said to have backed the new logo.