Red Tractor has announced major changes to strengthen and broaden its scheme, including increasing the number of unannounced farm inspections, creating additional standards and providing increased clarity for consumers.

The assurance body’s plans were announced earlier this week and additional standards could cover enhanced animal welfare and environmentally sustainable production.

The tougher regime is due to begin in November before being fully rolled-out across all farms in 2019.

Discussing the planned changes, Red Tractor CEO Jim Moseley said: “We know shoppers are increasingly looking for more informed choice and simple signposts to traceable, safe and responsibly produced food which is why we are looking to extend the remit of Red Tractor.”

Supporting the changes, NFU president Minette Batters added: “The Red Tractor standards continue to evolve with the introduction of a risk-based approach to farm inspections. The NFU supports this change, which will help ensure the scheme remains relevant and robust, giving confidence to buyers.” Meanwhile, Red Tractor launched a £1.5m TV campaign earlier this week which aims to raise the body’s profile as well as that of the thousands of farmers behind the assurance scheme.

The campaign is set to run for eight weeks and focuses on the delivering the key messages behind the Red Tractor label.