The board of AHDB has said that it will no longer provide routine funding to Red Tractor, although specific exceptions could be made for specific projects which benefit levy payers.
AHDB has provided annual funds to the Red Tractor assurance scheme since 2008, but in a statement AHDB chair Nicholas Saphir said Red Tractor was now ‘well established’ and therefore no longer required AHDB’s annual financial support. “Where there are issues, AHDB will continue to ask the tough questions and use its independence and evidence-based approach to facilitate the finding of solutions between Red Tractor and its’ stakeholders,” he added.
AHDB has also written to Red Tractor following feedback from levy payers on its sector councils who raised a number of issues including: a perceived lack of clarity and understanding by consumers and on the role of Red Tractor; concerns about the effectiveness and relevance of the current assurance process; conflicting views on the effectiveness of Red Tractor in the marketplace and concerns that some producers are forced to operate at higher standards than needed for the markets they serve.
In a statement, Red Tractor said, “Regrettably, the AHDB’s funding decision means we will now need to reconsider our ambitious advertising plans, which we understand will come as a disappointment to the 46,000 Red Tractor certified farms who rely on us to help promote their world-class produce. However, we will continue to work together with AHDB on many levels, including promoting exports.
“We remain committed to delivering for our members and we continue to listen to them, sharing their ambition for greater promotion of British food and farming. We are focused on evolving the scheme to help farmers – as well as the rest of the supply chain – meet the challenges they face.”