Colin Smith has been named as the new chairman of Assured Food Standards (ASF) 2003, the appointment has been welcomed by the British Retail Consortium (BRC).
The BRC, a founder owner of ASF2003, believes that the former Safeway chief executive will help build a body capable of delivering commercially relevant farm assurance standards to the benefits of consumers.
BRC director of food policy Richard Ali said: “Colin has a great track record in the food industry and will be a huge asset to AFS 2003. We believe that farm assurances can only succeed if it gains the confidence of the consuming public and offers value for money to all parts of the food chain.”
The new structure will increase the transparency of the process, acceptability to consumers and the consistency with which standards are applied across the different commodity categories.
Smith, who will take up his post on December 1, said: “I am looking forward to working with the whole of the food supply chain to firmly establish the Red Tractor logo as a recognised stamp of approval that shoppers will trust.”
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