Since taking on the role of interim Chair, my main focus has been on strengthening relationships with the farming community, agricultural bodies, and the food supply chain.
At the recent Board meeting, I updated Directors on key discussions I’ve had with the Chair and CEO of AHDB about how Red Tractor and AHDB can work more closely to support the agricultural sector. I also met with Lord Curry to explore how he can assist in our efforts to engage with Government, particularly in lobbying for earned recognition of Red Tractor’s standards and assessments by regulators. Additionally, the Red Tractor team and I have been working with the Devolved Farming Unions to increase their representation on our vital Sector Boards, ensuring better alignment on shared priorities.
Lightening the load
I was pleased to report that Red Tractor’s work to ‘lighten the load on producers’ by improving audit efficiency remains our main priority. Good progress is being made across several key workstreams, including gathering feedback on how technology and data can help streamline compliance verification, reducing the burden on farmers and assessors. Another important development is the work to improve the usability of Red Tractor’s Portal, making it easier for members to access and manage their assurance information and for assessors to review prior to the farm visit. The Board welcomed this progress and extended its thanks to all Sector Boards for their invaluable input and guidance in helping us deliver this important project.
You can read reports from the latest Sector Board meetings here.
Transparency
To complete the implementation of the Campbell Tickell review recommendations into Red Tractor’s governance, we are updating Board Directors’ contracts to better reflect their roles and responsibilities. I hope you’ve also had the chance to review the publication of our Governance Handbook, which is now available on the Red Tractor website.
Your logo – seen by by consumers as more important than the Union Jack
Another highlight from the Board meeting was the review of new consumer research, which delivered some highly encouraging results. Over the past five years, the value of the Red Tractor logo on retail packaging has grown significantly. Five years ago, the logo was the fifth most important factor for shoppers when choosing their groceries; today, it ranks third—just behind the product name and appearance. Red Tractor is now the UK’s most recognised and trusted food marque, and the research shows that it adds value for every stakeholder in the food chain, from farm to fork. In fact, it is now seen as even more valuable to consumers than the Union Jack!
While it is fantastic to see such strong recognition in the UK, there is also exciting potential for Red Tractor to add value to British exports. Consumer research in key export markets identified by AHDB suggests that Red Tractor could play a role in strengthening the appeal of British food abroad. With this in mind, and in collaboration with AHDB, BPC, and other partners, the Board has approved initial exploratory steps to assess Red Tractor’s potential role in supporting exports.
Thank you, as always, for your continued support. Wishing you a Merry Christmas and all the best for the festive season when it arrives.
Best wishes,
Alistair Mackintosh, Red Tractor Interim Chair
Red Tractor Board members:
- David Exwood – Industry Director
- Will Jackson – AHDB
- Dean Holroyd – Industry Director
- Sophie Throup – Industry Director
- John Pain – Independent Director
- Chris Goodwin – Independent Director
- James Russell – Independent Director
- John Reed – Industry Director
- John Dracup – Beef & Lamb Sector Director
- Tim Lock – Dairy Sector Director
- Lucy MacLennan – Fresh Produce Sector Director
- Stewart Houston CBE, FRAgS – Pig Sector Director
- Iain Gardner – Poultry Sector Director
- Kit Papworth – Combinable Crops and Sugar Beet Sector Director
- Jim Moseley – Chief Executive
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