Asda sets a precedent in British food assurance scheme

From next month, Asda will begin to roll out the inclusion of the Red Tractor logo on eight lines of its own brand canned vegetables.

It will be the first time that canned British vegetables sourced by a supermarket have been certified to Red Tractor standards. Products displaying the quality assurance scheme’s Red Tractor mark are guaranteed to have been grown on British farms to responsible production standards.

Chris Brown, Asda’s sustainable business director, said: “Our shoppers want to know where their food comes from and they feel reassured when they see the Red Tractor logo, so it made sense for us to introduce it to as many of our products as possible.”

The Red Tractor logo is currently on around 20 per cent of the supermarket’s own label food.

Today marks the start of Red Tractor Week which aims to promote the scheme to customers.

The assurance scheme’s head of communications, Richard Cattell, said: “We’re proud that supermarkets like Asda are embracing the Red Tractor assurance scheme by introducing it to new products and helping British shoppers feel confident about the food they buy.

“The Union Flag in the Red Tractor logo means the food has been farmed, processed and packed in the UK.”