| News
Red Tractor Assurance to
launch TV advertising campaign
Red Tractor Assurance will have its own national television advertising campaign later this year for the first time in its
history.
he announcement
follows a
comprehensive
market research
exercise looking at
what primary
shoppers know about the on-pack
logo.
It highlighted that shoppers
were twice as likely to purchase a
Red Tractor product if they
understood more about the
standards behind it.
Chief executive Jim Moseley
said: “The new campaign will
focus on the reassurance that Red
Tractor brings to consumers
through its rigorous checks
against the high standards of
British agriculture.”
Spearheaded by the television
advert, the campaign will be
synchronised and reinforced
T
across magazines, on-demand
video, websites and social media
channels.
The exact dates of when the
campaign will air are yet to be
confirmed, but more details will
emerge in the coming months.
Brexit has brought the future of
UK food and farming into sharp
focus.
With the outcome of trade
deals and tariffs yet to be decided,
it is possible that domestic farm-
assured produce could come
under even more pressure from
imported food on the supermarket
shelves.
Differentiating a UK product
from an import in terms of its
production standards, origin,
traceability and safety have never
been more important, Mr Moseley
said.
“Red Tractor has a very broad
consumer following, from busy
parents to time-rich foodies, so our
campaign will launch with national
TV to achieve the greatest reach
and awareness with our
consumers.
"We need more shoppers to
know more about the food they
are buying to increase active
sourcing of assured food."
Red Tractor has never had its
own TV campaign before, and
publicly raising the profile of it will
spark even closer scrutiny of the
scheme.
So-called ‘exposes’ which paint
a negative picture of assured food
production – particularly in the
livestock sectors – are becoming a
common tactic which Mr Moseley
has warned his members to be
wary of.
“The positive reputation of
British farming is well deserved,
built on decades of public trust.
“However, one negative story
about a farm that is not complying
to assurance standards 365 days a
year can quickly spread to millions
of consumers and undermine that
trust.
“Now is the time for every
member to do their bit and protect
the integrity of the logo.
The consumer research found that:
- 80% of primary UK shoppers
want to support British farmers
- 69% are aware of the Red
Tractor on-pack logo
- 58% say they are positiviely
influenced by the logo
- 30% would trade up to a Red
Tractor product if they saw the
logo
Global dairy sector rises to the challenge of
engaging the next generation
Dairy stakeholders from across the globe will meet in South Korea in October 2018 to ensure that the sector meets the
challenge of engaging and inspiring the next generation of scientists, farmers and consumers.
egistration for this
innovative and
educational event,
the 2018
International Dairy
Federation (IDF)
World Dairy Summit, which will be
held in Daejeon, South Korea from
October 15th-18th, opened over
the weekend.
Under the theme of “Dairy for
the Next Generation”, the summit
will explore emerging dairy issues
and traditional aspects of the dairy
sector while offering expert insight
into the technical and scientific
expertise that underpins the IDF’s
work programme.
The summit provides a dynamic
and interactive platform for
participants to exchange cutting-
edge technologies and
knowledge, identify a common
agenda, develop shared solutions
and encourages a holistic view of
how to improve dairy farming.
South Korea is at the forefront of
the emerging dairy markets in
Asia. From humble beginnings in
1902 with only 20 Holstein cows,
the South Korean dairy industry
now has 5,300 dairy farms with
nearly half a million cows
producing an annual average of
R
www.farmingmonthly.co.uk
two millions tons of milk.
Meanwhile, consumption of
dairy products is rising steadily
due to lifestyle changes as more
people begin to incorporate dairy
into the country’s traditional diet
with average dairy consumption
reaching 76.4kg per person
annually.
Caroline Emond, Director-
General of the IDF said: “I am
delighted to announce that
registration for this year’s World
Dairy Summit is now open. I
warmly encourage the dairy
community to register as soon as
possible to ensure they do not
miss out on this excellent learning
and networking opportunity.”
“The IDF World Dairy Summit is
the flagship global event in the
dairy calendar. We are very excited
to be hosting the summit in South
Korea for the first time, in what
should be an informative event
with an abundance of scientific
and technical expertise on display
from dairy stakeholders across the
globe and all levels of the value
chain.”
“Inspiring the next generation to
connect with dairy in a meaningful
manner is a challenge the whole
sector needs to address but one I
am very confident we will meet
successfully as dairy has so much
to offer to the younger
generation.”
Chang-Buhm Lee, Chair of IDF
World Dairy Summit 2018
organising committee said “IDF
colleagues and all visitors will
experience both the best of the
modern dairy industry and the
warm hospitality of our citizens, all
of which will make your stay all the
more memorable!”
To register for the 2018 IDF
World Dairy Summit, please follow
this link -
http://www.idfwds2018.com/html/r
egistration.php#
April 2018 | Farming Monthly | 09