Clive Beddall The unveiling of the new kitemark designed to give British farmed food a bolder presence on store shelves is likely to be made several weeks earlier than planned. The Grocer has learned it could get its first public airing when Tony Blair hosts a farming crisis summit at 10 Downing Street on March 30. With final details of the kitemark's implementation still to be completed, a more formal launch of the controversial new logo will be made later, including full activation of the brand and a promotional programme. The mark, the brainchild of the National Farmers' Union, is intended to be the dominant mark on packaging. But it has not been without its critics. Some observers have warned "British branding" gives a conflicting message to the EU. "How can we be part of a unified Europe if we slap on labels promoting our food above other countries'?" was one comment. Others lamented "yet another logo." But minister of agriculture Nick Brown denies it is a case of "wrapping ourselves up in the Union Flag to appeal to the public's patriotic nature". He said: "We have a good story to tell about hygiene, health, quality, traceability and taste and must do more." First announced by NFU president Ben Gill last October, the aim is for the symbol to be instantly recognisable to consumers. It is designed to position British food as natural, high quality, safe, and of good value. The NFU wants it to offer reassurance to shoppers. NFU research showed British consumers instinctively wanted to buy British food, but had difficulty in identifying it on store shelves. However the appearance of the new mark will heighten the debate about the number of existing marks across the food trade. Research suggests consumers have become confused by the plethora of different symbols. One multiple was heard to complain it was already facing "over 40" different logos of UK origin. The prototype logo involves a distinctive pillar box red tractor design, constructed around the letter "F". Tesco, Sainsbury and Asda were among the first to give their backing to the idea, and extensive confidential testing of the logo is going on. The summit follows 24 hours after a conference to mark the conclusion of IGD's three year Food Project, and the start of a new phase for its food chain cooperation programme. {{NEWS }}