It’s extremely disappointing that Sainsbury’s, Britain’s second largest grocery retail chain, has confirmed its intention to remove the Red Tractor logo from packs of own-label products over the course of the next year.

Their decision follows an internal labelling review by Sainsbury’s. Initially the move affects fresh beef, lamb and pork although NFU expects the move to be rolled out across other products in due course.

Sainsbury’s public statements indicate that the decision has been taken following a labelling review that comes as a result of the introduction of the new EU Food Information regulations.

Amongst other things, these require specific information to be placed on packs including mandatory nutritional information and labelling of origin for meat.

In addition, Sainsbury’s has indicated that it wants to reduce the number of labels and logos that appear on packs. In reality this appears to represent something of a brand repositioning, to give the Sainsbury’s own-brand much greater prominence.

Although Sainsbury’s has indicated that it intends to remove the logo from all own-label packs in due course, it is likely that no changes will appear on dairy products, processed meat and fresh produce for some time.

Currently, the Red Tractor logo featuring the Union flag is the only guarantee that a product is British from farm to fork.

The introduction of the EU Food Information regulations will make origin labelling a clear requirement for all fresh meat (not just beef as is the case currently) and Sainsbury’s has insisted that it will maintain very clear labelling or origin, as well as a commitment set out in its 20 by 20 Vision of doubling the amount of UK products sourced by 2020.

Nevertheless, some concerns may remain about whether removal of the Red Tractor from meat products, dairy produce and some fresh produce may weaken the guarantees to consumers that a product is British. The NFU has been raising these points with Sainsbury’s.

This is bitterly disappointing news in spite of assurances the NFU has received from the company over its commitment to Red Tractor Assurance standards.

The Red Tractor logo remains an important indicator to consumers not only of the high standards that British farmers uphold but also a guarantee that a produce has been independently accredited through its journey from farm to fork and that it is British.

It appears on over £12 billion of food and is widely recognised by consumers. With consumers remaining confused about food labels and increasingly seeking British food, these are important points to bear in mind.