Red Tractor marketing will now focus on getting consumers to understand the mark after recognition passed the 50% barrier.

Marketing and promotion of the Red Tractor logo has primarily been aimed at driving recognition, and the figure has risen dramatically from about 30% two years ago to 55% today.

The Red Tractor previously had similar levels of recognition to schemes such as the MSC and the Soil Association, but it had now reached the coat tails of well-known marks such as Lion Eggs and Fairtrade, which had 60%-65%, said Assured Food Standards chairman David Gregory.

The increase had been driven by "explosive uptake" in foodservice as well as strong commitments on British sourcing by supermarkets such as Morrisons and Lidl, he claimed.

"The next part of the journey is 'understanding'," said Gregory. "We need to get people to understand the simple message that if they buy these products it means they are independently audited throughout the whole chain and farmed and packed in the UK."

AFS is holding a Red Tractor Week from 14-20 June to drive understanding. Celebrity ambassador Janet Street-Porter will kick the week off with a photocall with a giant cake to celebrate 10 years of the logo.

Tesco has promised in-store activity and a one-page ad in Real Food magazine, Sodexo is launching a month-long Red Tractor promotion in the public sector, Bpex and Eblex are doing World Cup posters and sweepstakes in pubs and other companies have also promised support.