Survey shows strong support for Red Tractor logo

Nearly two thirds of shoppers say they support the Red Tractor quality mark and say it positively influences their food choices, according to a YouGov survey.

The research, prepared by YouGov on behalf of the Agriculture and Horticulture Development Board, involved 2196 UK shoppers with 1558 of them identified as being ‘primary shoppers’.

64% said they were positively influenced and support the Red Tractor logo when food shopping, a rise of 9% points against the results of a 2011 survey.

The research also highlighted an increase in consumer understanding of the Red Tractor logo’s core values compared with 2011.

A third of primary shoppers referenced “food safety and traceability…knowing where your food has come from” as important to the logo, which is an increase of 13% on the 2011 results.

Fact box

• The Red Tractor logo is the second most widely recognised assurance symbol, behind only the Fairtrade Foundation.
• Results showed that women are more likely to support the logo and be positively influenced by it when food shopping (women 63%; men 57%)
• 35 – 44 year olds are the most likely age group to support the logo and be positively influenced by it when food shopping (65%)
• Higher general awareness in younger people (18-24 = 62%, 25-34= 63%, 35-44= 67%)
• Households with children are more likely to support the logo and be positively influenced by it when food shopping (63%) than households without children (60%)

Over half of all respondents also claimed that they would like to see the Red Tractor logo more on front of pack (60%), suggesting a growing demand for quality assurance on food and drink provided by the scheme.

Red Tractor, head of marketing, Richard Cattell said; “We are really pleased with the findings from You Gov’s research. The results demonstrate that Red Tractor is increasingly being recognised by consumers, with the majority of key shoppers understanding that Red Tractor stands for safe, quality food with a guarantee of origin.

“With support for the logo just under two thirds of UK shoppers, people are increasingly understanding that Red Tractor makes a difference.”