A new radio campaign to promote the Little Red Tractor logo will begin next week and they will become the first radio adverts to market farmers and food production in England and Wales.

NFU President, Tim Bennett, said: “The new campaign to reaffirm the status of the Little Red tractor begins now. We know consumers recognise and trust the Red Tractor logo but our research shows people don’t really understand what it stands for.”

The Promise Campaign sets out to make a direct link between farmers and the food they produce and aims ultimately to raise the image of British farming in the eyes of the consumer. The campaign will be delivered under the strapline: Red Tractor delivers produce with a promise.

Bennett added: “We’re responding directly to the recommendations of Sir Don Curry with this campaign - we want to reconnect the frmer with the customer and unite the food chain.”