Red Tractor logo to restore confidence in ready meal market
Retailers and manufacturers looking to regain consumer confidence in processed meat products following the horsemeat scandal should adopt the Red Tractor ‘Made with’ logo, according to Red Tractor Assurance (RTA).
52% of consumers would be more likely to buy products such as ready meals if the packaging featured the Red Tractor ‘Made with’ logo.
The logo, which identifies the product as containing 100% Red Tractor Assured meat or poultry, provides assurances surrounding quality, traceability and provenance.
RTA marketing manager, Andy Thompson, said: “It’s concerning that shoppers are still suspicious about the meat used in processed products following the horsegate scandal. One of the best ways for retailers and manufacturers to demonstrate the authenticity and quality of the ingredients used in ready meals is to use our ‘Made with’ Red Tractor logo. Not only does it guarantee that the meat and poultry has been sourced from Red Tractor Assured farms, it also increases propensity to purchase.
“Indeed, research from IGD commissioned in 2013 revealed that 52% of consumers would be more likely to buy products like ready meals and pies if it featured the Red Tractor ‘Made with’ logo,” added Thompson.
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