Poultry International - June 2019 - 33

PoultryInternational ❙ 33

The Red Tractor logo assures consumers that food is
safe to eat and has been produced responsibly.
Gary Naylor

After a routine inspection, if a member is classified
as higher risk, an additional spot check will be carried
out at the farmer's expense, and the farmer will be
notified by their certification body. Poor performers
will see an increase in these unannounced inspections
and producers could eventually have their membership
suspended, or ultimately withdrawn.
June also will bring the introduction of Red
Tractor's "Farmed with Care" confidential phone
line that allows whistleblowers the opportunity to
contact Red Tractor anonymously. This hotline
applies to the whole supply chain and is a
further tool with which to root out non-conformity with the standards.

Scheme is second to none
But while Red Tractor continues to find ways to
maintain and improve standards across the industry,
the results of a recent international benchmarking
study indicate that the breadth and depth of this food
standards scheme are second to none, particularly in
the areas of traceability and food safety.
The research, conducted over six months by independent Nuffield scholar Jonathan Birnie, compared
Red Tractor with schemes from competing countries that have a significant presence in their home
market. In the chicken sector, these schemes included
Bord Bia; Global GAP; RSPCA Assured; the Soil
Association; QS Germany; Beter Leven 1, 2 &
3; IKB; and Global Animal Partnership (GAP) 5-Step
Programme.

World-leading poultry standards
In this sector, the study highlighted Red Tractor's
antibiotic monitoring and traceability and assurance
chain (breeder, hatchery, broiler farms, catching,
transport, abattoir and processor) as "world-leading."
It also found its stocking density and transport times to
be comparable to broad coverage schemes.
June 2019 ❙ www.WATTAgNet.com

However, the findings also revealed that lighting,
while acceptable in Red Tractor, is behind several
other schemes; that four higher welfare schemes
specify slower-growing breeds; and that stocking
density is higher than, and transport times behind,
higher welfare schemes.
Additionally, while the results differ according to
animal species, welfare-focused schemes were generally found to have higher animal welfare requirements.
In its defense, Red Tractor points out that "singleissue schemes have the potential to improve one area,
usually for a small number of farms, while broad
schemes have the potential to improve many areas, for
a much larger number of farms."

Are quality labels making their mark
in the poultry industry?
www.WATTAgNet.com/articles/8362
Addressing shortfalls
Yet Red Tractor acknowledges that, to become
the flagship for British food and farming, it needs to
address some of these shortfalls.
In a bid to substantially increase the breadth of its
food chain assurance regime, it has announced the
development of new modular standards in areas such
as higher animal welfare, organics and environmental
enhancement. Other areas, yet to be announced, are
also said to be under consideration.

Raising awareness
As the U.K. approaches Brexit, the assurance
scheme's chief executive Jim Moseley has warned that
increasing confidence in Red Tractor is vital.
To this end - in a bid to increase consumer
awareness of the mark and influence purchasing decisions - Red Tractor is funding its second wave of TV
advertising.
Last year's eight-week advertising campaign, which
included the organization's first-ever TV advertisement, led to a 5% increase in the number of shoppers
who said the logo would make them choose a Red


http://www.WATTAgNet.com/articles/8362 http://www.WATTAgNet.com

Poultry International - June 2019

Table of Contents for the Digital Edition of Poultry International - June 2019

Poultry International - June 2019
Contents
Editor’s Comment
News
2019 Poultry Feed & Nutrition Survey: Antibiotic reductions, elimination pose ongoing challenges
What’s happening in the Asian poultry market?
VIV Turkey to highlight poultry meat, egg safety
Israel’s Of Tov sees success with antibiotic-free broilers
Positioning hard-boiled eggs in the snacking market
UK farm assurance scheme Red Tractor enacts tougher standards
Key ways to reduce yield loss of processed chickens
Products
Marketplace
Advertisers’ Index
Poultry International - June 2019 - CT1
Poultry International - June 2019 - CT2
Poultry International - June 2019 - Poultry International - June 2019
Poultry International - June 2019 - Cover2
Poultry International - June 2019 - CT3
Poultry International - June 2019 - CT4
Poultry International - June 2019 - Contents
Poultry International - June 2019 - Editor’s Comment
Poultry International - June 2019 - 3
Poultry International - June 2019 - 4
Poultry International - June 2019 - News
Poultry International - June 2019 - 2019 Poultry Feed & Nutrition Survey: Antibiotic reductions, elimination pose ongoing challenges
Poultry International - June 2019 - 7
Poultry International - June 2019 - 8
Poultry International - June 2019 - 9
Poultry International - June 2019 - 10
Poultry International - June 2019 - 11
Poultry International - June 2019 - 12
Poultry International - June 2019 - 13
Poultry International - June 2019 - 14
Poultry International - June 2019 - 15
Poultry International - June 2019 - 16
Poultry International - June 2019 - 17
Poultry International - June 2019 - What’s happening in the Asian poultry market?
Poultry International - June 2019 - 19
Poultry International - June 2019 - 20
Poultry International - June 2019 - 21
Poultry International - June 2019 - 22
Poultry International - June 2019 - 23
Poultry International - June 2019 - VIV Turkey to highlight poultry meat, egg safety
Poultry International - June 2019 - 25
Poultry International - June 2019 - Israel’s Of Tov sees success with antibiotic-free broilers
Poultry International - June 2019 - 27
Poultry International - June 2019 - 28
Poultry International - June 2019 - 29
Poultry International - June 2019 - Positioning hard-boiled eggs in the snacking market
Poultry International - June 2019 - 31
Poultry International - June 2019 - UK farm assurance scheme Red Tractor enacts tougher standards
Poultry International - June 2019 - 33
Poultry International - June 2019 - 34
Poultry International - June 2019 - 35
Poultry International - June 2019 - Key ways to reduce yield loss of processed chickens
Poultry International - June 2019 - 37
Poultry International - June 2019 - 38
Poultry International - June 2019 - Products
Poultry International - June 2019 - Advertisers’ Index
Poultry International - June 2019 - Cover3
Poultry International - June 2019 - Cover4
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