A radio campaign to boost awareness of the Little Red Tractor logo is set to start next week.

The promotion will be the first radio adverts to promote farmers and food production in England and Wales.

NFU President, Tim Bennett, said: “The new campaign to reaffirm the status of the Little Red tractor begins now. We know consumers recognise and trust the Red Tractor logo but our research shows people don’t really understand what it stands for.”

The adverts will continue the Promise Campaign, which is aimed at creating a direct link between farmers and the food they produce and ultimately raise the image of British farming in the eyes of the consumer. The campaign will be delivered under the strapline: Red Tractor delivers produce with a promise.

Bennett added: “We’re responding directly to the recommendations of Sir Don Curry with this campaign - we want to reconnect the farmer with the customer and unite the food chain.”