New Red Tractor logo launched for Ready Meals & Pies

New Red Tractor logo launched for Ready Meals & Pies

In response to retailer and consumer demand, Red Tractor is launching a new logo to provide further assurances over the quality, traceability and provenance of the meat in products such as ready meals.

The new 'Made with' Red Tractor logo for use on ready meals on pies will be used by ASDA.

The new ‘Made with’ Red Tractor logo for use on ready meals on pies will be used by ASDA.

The new ‘Made with’ Red Tractor logo can be adapted for all proteins such as beef, poultry, lamb or pork and there are plans to roll it out during the course of 2014.

While consumers are already familiar with the standard Red Tractor logo found on fresh meat, sausages and other products there hasn’t been a logo for use on more complicated items like ready meals and pies, where the meat element makes up a smaller proportion of the total meal.

During February and March, ASDA customers will start to see the new ‘Made With’ logo on chilled beef ready meals, including Spaghetti Bolognese, Lasagne and Cottage Pie.

Ade McKeon, Asda Brand Director said: “We’re proud to have worked with Red Tractor on a project of this kind.

“Our customers tell us that it’s important for them to know exactly where their food comes from so we’re delighted that from February 2014 we will be the first retailer to have the Red Tractor stamp of approval on all our chilled beef ready meals.

“And we haven’t just stopped at sourcing Red Tractor beef; we’re now using Red Tractor Assured potatoes in our chilled beef ready meals.”

Asda will also be communicating to shoppers what the Red Tractor logo stands for – and in particular the new ‘Made with’ logo.

Richard Cattell, Head of Communications & Marketing, Red Tractor Assurance, said: “Our research shows that more than half of consumers would be more likely to buy products like ready meals and pies featuring the Red Tractor logo. An IGD survey commissioned by Red Tractor Assurance in 2013 revealed that 52% of consumers would be more likely to buy if it was labelled with the new Red Tractor logo. This represents a significant development for retailers and manufacturers and means the Red Tractor logo is truly fit for purpose.”

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