Jonothan Draper. Trade Marketing Manager Red Tractor

Transcription

1 Jonothan Draper Trade Marketing Manager Red Tractor

2 Why do standards exist?

3 not rocket science. Sweeney Todd Demon Barber See how I polish em off 183 Fleet Street London

4 not rocket science. Sweeney Todd Demon Barber See how I polish em off 183 Fleet Street London

5 not rocket science. Sweeney Todd Demon Barber See how I polish em off 183 Fleet Street London

6 What is true?

7 What is true? not in Red Tractor.

8 What is true Food scares all day long? BSE and the rest Salmonella, Listeria = Hysteria Pesticides, Antibiotics, etc

9 What is true? our old friend decimating the egg business overnight! Egg fury over Salmonella claim 1988!

10 What is true? Food scares happen and will continue to happen for ever.!

11 What s essential for the consumer in the Food Chain?

12 What s essential for the consumer in the Food Chain? Animal Welfare Food Safety Traceability

13 What s essential for the consumer in the Food Chain? Animal Welfare Food Safety Traceability Campylobacter & Salmonella better hygiene controls than many food service kitchens

14 What s essential for the consumer in the Food Chain? Animal Welfare Food Safety Traceability But above all else.

15 What s essential for the consumer in the Food Chain? Animal Welfare Food Safety Traceability Confidence

16 Who is Red Tractor? British Retail Consortium National Farmers Union Agri/Horti Dev Boards UK Dairy Board Established 2000, NFP, Sector Boards and Committees, Some Independents 88,846 farming members and 60,000 farm inspections per year We reach over 25 million consumers a year with promotions Ever increasing coverage: 65% UK Consumer awareness

17 Core Activities Define the standards Annual reviews, TAC s Ensure conformance with the standards & maintain the integrity 4 Communicate attributes to trade & consumers Identify conforming product 3

18 Core activities cont Sector Proportion of UK production by value/volume/acreage Pigs 90% Chickens 90% Crops 80% Produce (overall) 75% Beef Cattle 82% Sheep 65% Dairy 95% Circa. 88,000 farm members in UK 60,000 farm inspections during last 12 months

19 Our Logo s 1. The standard Red Tractor logo a) Products must contain at least 95% Red Tractor certified ingredients b) We permit up to 5% non-red Tractor ingredients to allow for ingredients such as seasoning, herbs and spices i.e. Peppered Steaks 19

20 Our Logo s 1. The standard Red Tractor logo a) Products must contain at least 95% Red Tractor certified ingredients b) We permit up to 5% non-red Tractor ingredients to allow for ingredients such as seasoning, herbs and spices i.e. Peppered Steaks 2. Red Tractor Named ingredient logos Highlights that the main ingredient is produced to Red Tractor standards, i.e. the pork in a sausage 20

21 Our Logo s 1. The standard Red Tractor logo a) Products must contain at least 95% Red Tractor certified ingredients b) We permit up to 5% non-red Tractor ingredients to allow for ingredients such as seasoning, herbs and spices i.e. Peppered Steaks 2. Red Tractor Named ingredient logos Highlights that the main ingredient is produced to Red Tractor standards, i.e. the pork in a sausage 3. The Made with logo To provide a clear indication that a key ingredient (65%) of a food is Red Tractor assured 21

22 What do we do? 1. Red Tractor is the largest food assurance scheme in the UK. It ensures the food you buy is traceable, safe to eat and has been produced responsibly from farms to fork! 2. Food and drink bearing the Red Tractor logo has been produced to some of the most comprehensive and respected standards in the world. 3. The Union Jack in the Red Tractor logo shows the food has been farmed, processed & packed in the UK 4. Red Tractor cover an extensive range of products, including meat and poultry, breakfast cereals, dairy products and fruit & vegetables.

23 What do we do? 1. Red Tractor is the largest food assurance scheme in the UK. It ensures the food you buy is traceable, safe to eat and has been produced responsibly from farms to fork! 2. Food and drink bearing the Red Tractor logo has been produced to some of the most comprehensive and respected standards in the world. 3. The Union Jack in the Red Tractor logo shows the food has been farmed, processed & packed in the UK 4. Red Tractor cover an extensive range of products, including meat and poultry, breakfast cereals, dairy products and fruit & vegetables.

24 What do we do? 1. Red Tractor is the largest food assurance scheme in the UK. It ensures the food you buy is traceable, safe to eat and has been produced responsibly from farms to fork! 2. Food and drink bearing the Red Tractor logo has been produced to some of the most comprehensive and respected standards in the world. 3. The Union Jack in the Red Tractor logo shows the food has been farmed, processed & packed in the UK 4. Red Tractor cover an extensive range of products, including meat and poultry, breakfast cereals, dairy products and fruit & vegetables.

25 What do we do? 1. Red Tractor is the largest food assurance scheme in the UK. It ensures the food you buy is traceable, safe to eat and has been produced responsibly from farms to fork! 2. Food and drink bearing the Red Tractor logo has been produced to some of the most comprehensive and respected standards in the world. 3. The Union Jack in the Red Tractor logo shows the food has been farmed, processed & packed in the UK 4. Red Tractor cover an extensive range of products, including meat and poultry, breakfast cereals, dairy products and fruit & vegetables.

26 Understanding the Logo Products have met certain technical assurance standards Standards complied to throughout the supply chain from farm to pack Members are independently audited Assurances over product origin Supports British farmers Livestock is born, reared and slaughtered in the UK Cereals and fresh produce are farmed in the UK 13 billion worth of food and drink carrying the Red Tractor logo sold in supermarkets and food service outlets in the UK.

27 Cattle, Sheep & Pigs Assured Haulage Assured Market/ Collection Centre Assured Abattoir/ Processor Assured final product Dairy Assured Feed Assured Farm BRC/SALSA Approved Processor Assured final product Poultry; chicken and Turkey AFS Rearing Assured Transport Assured Abattoir/ Processor Assured final product AFS 2012

28 65% of UK primary shoppers recognise the logo 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Which, if any, of the following logos are you aware of / have you seen before? 91% 88% 87% 87% 64% 63% 60% 65% 43% 38% 35% 39% 37% 34% 32% 32% 33% 29% 30% 27% 4% 5% 4% 4% 4% 5% 4% 7% Red Tractor consumer insight overview Source: YouGov. Primary Shoppers 1,490 Sept 2015, 1, , 1, , 1,

29 68% of UK primary shoppers back Red Tractor 32% of customers actively search for the logo Which of these statements best describes your attitude towards the Red Tractor logo? I actively look for it on packs when I am shopping in supermarkets The presence of the red Tractor logo positively influences my purchasing of some foods in supermarkets I support the principle of a logo like Red Tractor, but don't really use it when shopping I have no interest at all in whether the Red Tractor logo is on food packs in supermarkets None of these 4% 5% 5% 6% 21% 24% 23% 26% 23% 16% 21% 19% 13% 11% 11% 13% 32% of primary shoppers are proactive Red Tractor shoppers 39% 44% 40% 36% 68% of primary shoppers are Red Tractor supporters Red Tractor consumer insight overview Source: YouGov. Primary Shoppers: 1, , 1, , 1, , 1,588 - March 2012

30 6 Red Tractor is the logo most likely to influence consumer purchase How likely are each of the following logos to positively influence your decision to purchase a food or drink product? Leaf 20% 5 Soil Association 27% 4 Rainforest Alliance 34% 3 RSPCA Assured 34% 2 Fairtrade leads the rest but in a different category 52% 1 RT Leads the UK shopper in UK Food Assurance 55% Red Tractor consumer insight overview Source: YouGov. Primary Shoppers: 1,490 Sept 2015

31 Red Tractor has a number of key consumer values 60% Which, if any, of the following statements do you associate with Red Tractor food standards? 56% 55% 50% 40% 43% 43% 46% 30% 29% 20% 16% 10% 0% 100% British. Farmed and Processed Supporting British farmers Food traceability Food safety Good quality Good animal welfare Good environmental practice 2015 March Red Tractor consumer insight overview Source: YouGov. Red Tractor aware Shoppers: 1,

32 Quality and Value are the main criteria for choosing food and drink Food Safety & Animal Welfare come next Q. Which, if any, of the following would you say are important to you when choosing food and drink to purchase? Good quality The product is good quality 68% Good value The product is good value for money' 61% Food safety - Knowing the food has been safely produced 50% Animal welfare - It represents good standards of animal welfare 48% Supports British farmers - It means supporting British farmers 43% 100% British - Farmed, processed and packed in Britain 38% Food traceability - The ability to trace where food has come from 34% Environmental control - It represents good environmental practices 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: All primary shoppers (1,490) Red Tractor consumer insight overview Source: YouGov. Red Tractor aware Shoppers: 1,

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