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Red Tractor first as slug and lettuce puts logo on menus

by 5m Editor
24 June 2005, at 12:00am

UK - The Red Tractor logo will appear for the first time ever on menus, following a groundbreaking agreement with the Slug and Lettuce pub chain.

Red Tractor first as slug and lettuce puts logo on menus - UK - The Red Tractor logo will appear for the first time ever on menus, following a groundbreaking agreement with the Slug and Lettuce pub chain.

The logo will appear on menus at all 56 Slug and Lettuce pubs after its management agreed to exclusively source Red Tractor Assured Chicken year round. The logo is recognition that all chicken in Slug and Lettuce meals has been subjected to a rigorous set of assurance standards that have been independently inspected along all points of the food chain.

Speaking in support of the move, NFU President, Tim Bennett, said: “It is very encouraging for farmers to see the logo on Slug and Lettuce menus. The farming industry has invested a lot of money and effort in developing farm assurance and the Red Tractor to help inform the public’s purchasing decisions. Its steady progress in the retail sector and recent introduction into the catering sector and onto menus is terrific and gives customers the chance to actively seek out products that are produced to a rigorous set of standards throughout the food chain. I look forward to the further development of the logo and it’s inclusion on a wider range of products and menus.”

Jason Danciger, Catering and Development Manager for the SFI group which manages the Slug & Lettuce chain, said: "We're delighted to be the first pub chain to use the Red Tractor logo on our menus, exclusively sourcing Red Tractor Assured Chicken all year round.

“We pride ourselves on being at the forefront of our industry, quickly responding to issues that are of concern to our customers, who are increasingly worried about the quality of what they eat and its sourcing. This agreement ensures that our customers know at a glance that our chicken dishes are sourced from the best British standard possible and perfectly complements our new summer menu of delicious and mouth-watering dishes."

Slug and Lettuce have an exclusive catering contract with Prime Meats the fresh meat wing of catering supply company Brakes, which last year became the first and so far only company to be awarded the Red Tractor logo. Brakes’ sourcing policy has made it possible for the logo to appear on Slug & Lettuce menus.

Brakes Commercial Director, Stuart Smith, said: “We’re delighted Slug and Lettuce pubs will exclusively source British Farm Assured chicken from Prime Meats and carry the Red Tractor logo on menus. As the first major delivered wholesaler to carry the Red Tractor logo on our British ranges, we understand both the growing importance to consumers and added value to caterers of providing fully traceable quality produce sourced and prepared to the highest standards. Prime Meats has worked closely with both the AFS and its customers to deliver a complete range of quality assured British meat and poultry that adds value to a dish and that caterers can serve with confidence.”

AFS Chairman, Colin Smith, said: “This is another significant milestone for Red Tractor assurance. Together, we are exploring new markets for the logo while protecting its valuable integrity. This move has been possible because of SFI's robust sourcing policy and independent audit arrangements. It is a further endorsement of the demand for comprehensive, whole-chain assurance and I am delighted that the Red Tractor is able to meet this challenge"

Source: National Farmers Union - 24th June 2005

5m Editor