from David Clarke, chief executive, Assured Food Standards

Sir; I was interested by your reader panel survey on the Red Tractor Logo (The Grocer, January 17, p11).
Consumer research by IGD last year found that about 38% of consumers recognised the
Red Tractor Logo.
In fact it was the best recognised among a dozen food logos included in the survey. But we know that there is scope to increase this further. And even if consumers recognise the logo we need to do more to improve their understanding of the production standards that underpin it. Assured Food Standards is newly re-organised and taking responsibility for marketing the Red Tractor logo, developing new strategies to address the challenges presented by your survey.
2004 should see a higher profile for the Red Tractor, as these are rolled-out.