ROB SIMPSON, of the Yorkshire and North East National Farmers Union, explains why shoppers should follow the happy trail of the little red tractor

Over the past decade shoppers have become much more discerning and aware of the products they buy. Supermarkets have become considerably more powerful, and now account for more food sales than ever before. In many cases, supermarkets dictate what is sold, how it is sold, and at what price.

The days of farmers simply producing, selling and then forgetting about the product once it leaves the farm, are gone. Quality and traceability are imperative. Although the increased work associated with traceability is burdensome, it is also essential, and farmers can take advantage of the benefits offered.

British agriculture has recently been making the valid claim that its products are of the highest quality in the world. In general, consumers accept this, but it will not be long before the inevitable challenge is laid down - 'Prove it!'. To this end, the NFU has been working for a considerable time on the new British Farm Standard.

The new Farm Standard - in the shape of a red and blue tractor - is different from previous quality marks in several ways. The most important difference is that the mark will be applied to a wide variety of products. At present, the mark encompasses virtually all types of primary farm production (i.e. beef, lamb, poultry, vegetables, fruit, etc.) and will be expanded to include many processed foods, such as frozen peas or chips. Consequently the mark will be widespread and widely recognised.

The new logo - which highlights to shoppers food produced to meet exacting food hygiene, environmental and animal welfare standards - will help farmers compete with imported food produced more cheaply and often with lower standards.

The NFU has been the main driving force behind this mark, entering negotiations with assurance schemes, supermarkets, consumers and consumer groups, as well as farmers. Because the British Farm Standard label encompasses many assurance schemes this may actually decrease the number of farm inspections by reducing duplication of inspection.

The NFU is striving to ensure UK products command a price premium over imported foods. There is also a need to promote British products in a sustained manner. It is of no use to have a guaranteed quality product if no-one knows about it.

We have already seen the success of the Lion Eggs campaign, and following sustained NFU lobbying and pressure, milk advertising is now taking place. This campaign will hopefully lift milk sales by up to 10 per cent by making people realise the true facts about milk, and the health benefits it offers.

The British Farm Standard will do a similar thing in a slightly different way for the majority of UK produced foods, by being seen on so many products in different shops - currently on up to 100 fresh food product lines in more than 4,000 supermarkets.

It means shoppers will see the "little red tractor" during each of the 51 million visits to supermarkets which are made each week in Britain, giving the logo an in-store profile matching some of Britain's leading brands.

The NFU is developing strategy to ensure that the consumer develops a strong affinity for foods produced in the UK, and as a result repeatedly purchases those in preference to other products. This will, in the medium and long term, be a tremendous advantage to the UK farmer.

PICTURE: The British Farm Standard mark which is guarantee of quality British food produced by British farmers