NFU to launch quality standard in £2m drive

The National Farmers’ Union (NFU) will this week unveil a standard mark for British food, to be supported by a &£2m advertising campaign.

The scheme, which centres on a new “Farm assured” logo, aims to boost Britain’s beleaguered farming industry.

The logo is being kept under wraps until the official launch at a government farming summit this week (Thursday), but it is known to feature a red “F” in the shape of a tractor.

It will appear across all categories of British food, with the aim of guaranteeing high production standards, such as the use of fresh, quality produce and the humane treatment of animals.

The new mark is designed to supersede existing food quality marks, and has the backing of the major supermarket chains, which will support it with in-store literature.

The launch will be supported by roadshow events and a national “Meet your farmer” day – planned for August.

A consumer press and poster campaign through Cogent will break in May using the catchlines “Your natural choice” and “Food you can trust”.

NFU public relations manager Simon Rayner says: “This is part of a whole new strategy for British agriculture. It is expected to generate several million pounds worth of new business.”

The new logo was created by design and marketing consultancy Basten Greenhill Andrews.

NFU chief Ben Gill will be meeting the Government on March 30 to discuss the crisis in British farming.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here