Love British Food works at grassroots and industry level to promote British food in public and private sectors. It celebrates its 25th anniversary this year and said that the announcement of Red Tractor as the Lead Assurance Partner is in response to a “clear message” from farmers about the role Red Tractor plays in helping to champion the value of British food and farming.
The partnership aims to use the influence of both organisations to make a stronger case for sourcing British foods across the supply chain in foodservice, retail and the public sector.
According to Love British Food, for consumers, this collaboration seeks to improve understanding of the “rigorous standards and provenance behind assured British food”. For buyers, caterers and retailers, it aims to support informed sourcing decisions.
Alexia Robinson, founder of Love British Food, commented: “British farm businesses need wider industry ambition to translate into meaningful commercial action.
“This partnership brings together the reach of both organisations across food production, foodservice, retail and consumers to amplify support for British food and farming. Linking Love British Food and Red Tractor has to make sense for British food and farming.”
“Aligning our activities will make the case for British sourcing more effectively.”
Robinson continued: “We are stronger working together. Aligning our activities will make the case for British sourcing more effectively and encourage that commitment to be reflected in menu and purchasing decisions and tender specifications. Working with Red Tractor gives us the opportunity to connect the promotion of British food with the independently assured standards that underpin it, helping buyers source with confidence.”
Paul McLaughlin, chief executive of Red Tractor, added: “British farmers, growers and processors work hard every day to produce food to high standards, and they deserve to see that recognised throughout the supply chain.
“With every major retailer and many foodservice companies in the UK already specifying Red Tractor assurance in their sourcing policies, and the logo recognised by three-quarters of UK consumers, we want to do more to grow consumer understanding of the logo while creating new opportunities for assured businesses throughout the supply chain.
“This partnership is a great opportunity to amplify support for British food and farming.”
The partnership aims to strengthen activity in the build up to British Food Fortnight, Love British Food’s flagship event, which promotes the quality, diversity and provenance of British food. It was founded in 2002 and runs this year from 26th September to 11th October.
