Red Tractor Label could be no more

1st October 2008, 10:27am

Quality assurance labels such as the Red Tractor could be removed from food packaging if an industry consultation agrees that a single UK scheme would be better.

The Agriculture and Horticulture Development Board (AHDB) is now seeking views on whether the current system of several labels should be overhauled.

AHDB Chairman John Bridge said "For some months the Board has been looking at product differentiation through the use of a cross-sector quality scheme as a potential part of levy-funded marketing activity. During this process we have talked with various parts of the supply chain and employed independent brand consultants to help inform our thinking.

"We are now very keen to understand the views of all our stakeholder organisations and to provide them with the opportunity to help inform the AHDB Board and our Sector Boards in our decision on this important area."

The six-week consultation, which closes on Friday 31 October 2008, provides background information on the subject area and asks industry for its views with questions such as:

Should AHDB invest levy payers money to promote the quality and standards of its sectors products?

Does there need to be a rationalisation of existing quality marks?

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