UK food campaign jumps into fast lane

Spearheaded by the National Farmers Union and the National Pig Association, the campaign follows a similar successful scheme of banners on farmland nationwide.

Organisers say the aim is to erect banners near prime locations. So far at least 130 banners are on display. Key motorways such as the M25, M6, M4 and M1 will carry the message for up to eight weeks.

NFU president Peter Kendall says banners that went up last month drew “a fabulous response”.

“Many people reacted positively to the message we are trying to get across, which is to back British farming wherever possible.

“Now these banners are being taken to a whole new audience, and we hope the message continues to resonate and ensure more British food ends up on more British plates.”

The campaign also has the support of the Red Tractor, a food assurance scheme which covers production standards developed by experts on safety, hygiene, animal welfare and the environment. Backed by farmers and retailers, the Red Tractor logo appears on food packs.

Red Tractor Assurance head of marketing and communications, Richard Cattell, says in the summer holidays many people will be travelling around the UK.

“It’s a great time to showcase our banners on motorways… to encourage people to trust the Red Tractor logo and what it stands for – traceability, animal welfare, food safety and environmental protection.”