RETAILERS MUST RALLY BEHIND RED TRACTOR

UK unions in joint call for better dairy branding on shop shelves
UK farming unions have issued jointly a challenge to all retailers to get behind the Red Tractor brand across their whole dairy category.
The call comes ahead of an important meeting next week when NFU Scotland will join with other UK farming Unions in meeting Defra Secretary of State Liz Truss and other UK farming ministers on Monday (17 August) in London to discuss the crisis impacting on all farming sectors.
Within dairying, farmers are continuing to struggle with critically low milk prices. Following discussions amongst dairy representatives from NFU Scotland, NFU, NFU Cymru and Ulster Farmers Union, they have called for retailers to go further in their stores to promote and sell UK dairy produce. A letter supported by all the Unions has been sent to retailers today calling for more prominent Red Tractor support at shop shelf level.
British dairy farmers must meet independently-audited production and welfare on farm. That commitment to producing milk to the highest standards is recognised in milk and dairy products that carry the Red Tractor logo.
If a dairy product bears the Red Tractor – whether that is fresh milk, cheese, butter, cream or yoghurt – it meets the high levels of traceability, hygiene, welfare, environmental protection and provenance that British consumers value and look for in their food.
In the letter to retailers, the Unions express concern that the Red Tractor is undervalued by retailers and presents an opportunity for retailers to tap into the genuine support for UK dairy produced being shown by UK consumers.
NFU Scotland’s Milk Committee Chairman, Graeme Kilpatrick said:
“As dairy farmers, we have been overwhelmed by the reaction shown by the general public to the current crisis but to make the most of that support we need to make sure we give them the greatest opportunity to source, identify and buy UK milk and dairy produce.
“To achieve that, we are now asking that retailers go further with their commitment to the Red Tractor logo and immediately revamp the way their dairy category shelves are stocked and look.
“If retailers get their point-of-sale branding correct, utilise the Red Tractor image, and clearly identify and stock British and Scottish products then it will allow the consumer to immediately spot quality UK dairy produce and show their support at the tills.
“By getting behind the Red Tractor and improving their store displays, retailers will better demonstrate their commitment to family dairy farms. While all retailers have recognised that Scottish and British farmers produce milk to the highest quality, only stronger support at the shop shelf level will give more robust backing to our milk, cheese, butter, cream and yoghurts.
“The new point-of-sale Red Tractor branding will come at a low cost to retailers but will be a massive help to farmers, retailers, processors and consumers as we work jointly to grow the demand for Scottish and British dairy products.”