Top four retailer Asda will add the Red Tractor logo on eight lines of its own-brand canned vegetables from next month in what it claims is a first for canned produce in the UK.
The roll-out will include sliced carrots, new potatoes, garden peas and broad beans in tin sizes of 300g, 145g, 540g and 550g.
Products displaying the recognisable logo are guaranteed to have been grown on British farms to responsible production standards, and processed and packed in the UK.
Asda pea grower, Stephen Francis of Fen Peas, said consumers might not be used to seeing the Red Tractor logo on canned products, but stressed that there is a huge amount of British-grown fruit and vegetables used in canning.
“We work hard with our partners to grow and pack the freshest possible products.
“We are delighted that the Red Tractor logo will be included on these Asda peas, letting customers know that they have been grown and packed responsibly in the UK,” he said.
The news comes as growers and retailers across the country promote their British-grown products for the start of Red Tractor Week, which began yesterday (15 September) and runs until 21 September.
“Our shoppers want to know where their food comes from and they feel reassured when they see the Red Tractor logo, so it made sense for us to introduce it to as many of our products as possible,” said Asda sustainable business director Chris Brown.
The Red Tractor logo is already on around 20 per cent of the supermarket’s own-label food.
Red Tractor Assurance’s head of communications, Richard Cattell, added: “We’re proud that supermarkets like Asda are embracing the Red Tractor assurance scheme by introducing it to new products and helping British shoppers feel confident about the food they buy.”
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