New partnership aims to champion British produce and enhance supply chain transparency in a challenging market.
In a significant move for the British food and farming sector, Love British Food has formally partnered with Red Tractor, appointing the assurance scheme as its Lead Assurance Partner for 2026. This collaboration seeks to bolster demand for independently assured British produce across the retail, foodservice, and public sectors, aligning with Love British Food’s 25th anniversary celebrations.
The alliance comes at a pivotal time for the UK food industry, which faces a complex landscape of shifting trade relationships, climate variability, and persistent labour shortages. Despite these challenges, consumer trust in British food remains remarkably high. Recent data from Red Tractor’s 2026 Trust in Food Index, conducted by YouGov, revealed that 94% of UK consumers express confidence in British food, a figure that surpasses trust levels in other regulated institutions such as the NHS, tap water, and energy suppliers. This marks a one-percentage-point increase in trust since 2024.
However, the same research highlighted a notable gap in public understanding, with 93% of consumers admitting a lack of clarity on at least one aspect of food production, and 87% experiencing confusion at the point of purchase. Furthermore, nearly half of consumers (49%) express doubts about the UK’s capacity for food self-sufficiency.
Alexia Robinson, founder of Love British Food, emphasised the commercial imperative behind the partnership. “British farm businesses need wider industry ambition to translate into meaningful commercial action,” she stated.
Robinson said:”This partnership brings together the reach of both organisations across food production, foodservice, retail and consumers to amplify support for British food and farming. Linking Love British Food and Red Tractor has to make sense for British food and farming.” She underscored the value of combined efforts: “We are stronger working together. Aligning our activities will make the case for British sourcing more effectively and encourage that commitment to be reflected in menu and purchasing decisions and tender specifications. Working with Red Tractor gives us the opportunity to connect the promotion of British food with the independently assured standards that underpin it, helping buyers source with confidence.”
Red Tractor, established in 2000 following a series of food safety crises such as BSE and Salmonella outbreaks, is the UK’s largest food assurance scheme. It provides a comprehensive “farm to pack” assurance, covering food safety, animal welfare, environmental protection, and traceability, with the Union Jack on its logo signifying that produce is farmed, processed, and packed entirely within the UK. The scheme is widely recognised, with 75% of UK shoppers identifying its logo, and 75% of UK-produced food being Red Tractor assured. Major retailers and numerous foodservice companies already incorporate Red Tractor assurance into their sourcing policies.
Paul McLaughlin, Chief Executive of Red Tractor, highlighted the scheme’s dedication to producers. “British farmers, growers and processors work hard every day to produce food to high standards, and they deserve to see that recognised throughout the supply chain,” he commented. McLaughlin also pointed to the opportunity to bridge the understanding gap: “With every major retailer and many food service companies in the UK already specifying Red Tractor assurance in their sourcing policies, and the logo recognised by three quarters of UK consumers, we want to do more to grow consumer understanding of the logo while creating new opportunities for assured businesses throughout the supply chain.
“This partnership is a great opportunity to amplify support for British food and farming.”
Love British Food, founded in 2002 by Alexia Robinson, emerged from the aftermath of the foot-and-mouth crisis, aiming to foster a vibrant domestic market for British food and advocate for its prioritisation in public sector procurement, a message it champions due to government state aid rules limiting direct ‘Buy British’ promotion. The organisation prides itself on a grassroots approach, engaging communities, educators, and caterers across the country.
This collaboration also intensifies efforts leading up to British Food Fortnight 2026, scheduled from 26 September to 11 October. Both organisations will leverage their extensive networks to encourage greater participation from farmers, growers, producers, and caterers, showcasing the breadth and value of British food during this annual national celebration.
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While food assurance schemes like Red Tractor play a crucial role in building trust, they have also faced scrutiny regarding the robustness of their environmental and animal welfare claims. The Advertising Standards Authority (ASA) recently upheld a complaint that Red Tractor’s “farmed with care” slogan implied a level of environmental protection not fully substantiated by its standards. Red Tractor has acknowledged these concerns, revising its standards to include detailed environmental protection requirements and exploring tailored standards for areas like water and waste management. Such ongoing dialogue underscores the critical importance of transparent, verifiable standards that the newly announced partnership aims to communicate more effectively to consumers and the industry.
