The National Farmers' Union is preparing to relaunch the Little Red Tractor scheme after a review found consumers did not understand it. The revamped food assurance scheme will place more emphasis on environmental standards and inspection criteria after consumer feedback highlighted both as prime concerns. Major supermarkets have agreed to collaborate more closely with the NFU's Assured Farm Standards subsidiary on point of sale material, instore posters and joint promotions. An NFU spokesman said: "Consumers told us they wanted to know exactly what hygiene and animal welfare criteria Little Red Tractor producers were inspected on, and they told us they were particularly impressed to find out that inspections are conducted independently." The NFU is also planning to introduce on-pack Little Red Tractor promotions as well as collect and win offers, with prizes such as farm holidays on offer. The main platform for the relaunch will be an NFU farm assurance conference, planned for July. All farmers who participate in the Little Red Tractor scheme will be invited to the event to give them "an increased sense of identity", added the spokesman. He said: "Don Curry's farming and food report says that the Little Red Tractor should receive funding from government and industry bodies. We will use the conference to open communication channels and try to enlist as much financial support from industry bodies as possible." The NFU is also planning a second series of Little Red Tractor roadshows, starting in May, and a new website aimed at children. The Little Red Tractor logo is applied to a spectrum of foods produced to independently check environmental, food hygiene and animal welfare standards. Recent NFU research found consumer awareness of the standards behind the two-year scheme is low, and only one in three customers recognises the red tractor logo. {{NEWS }}