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.