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Farm Business
Agricultural Matters
Andrew Blenkiron
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<blockquote data-quote="AIMS" data-source="post: 7479485" data-attributes="member: 157044"><p>Probably because they haven't bought a Red Tractor license. Brands such as Homepride have market and marketing clout. They don't need to use RT to get on shelf or to 'encourage' consumers to choose their products over their competitors.</p><p></p><p>Look at the Yeo Valley TV advert: <a href="https://vod-progressive.akamaized.net/exp=1616411047~acl=%2Fvimeo-prod-skyfire-std-us%2F01%2F4714%2F17%2F448570432%2F1969892676.mp4~hmac=7b4763e41cd340a8629157fd45593fecb1a4bfc5bef28203d431d33da4acbdfa/vimeo-prod-skyfire-std-us/01/4714/17/448570432/1969892676.mp4?filename=YVST_YT20.mp4" target="_blank">https://vod-progressive.akamaized.net/exp=1616411047~acl=/vimeo-prod-skyfire-std-us/01/4714/17/448570432/1969892676.mp4~hmac=7b4763e41cd340a8629157fd45593fecb1a4bfc5bef28203d431d33da4acbdfa/vimeo-prod-skyfire-std-us/01/4714/17/448570432/1969892676.mp4?filename=YVST_YT20.mp4</a> </p><p></p><p>You would think from the imagery that the product is Red Tractor. Our 'research' shows that the farms supplying Yeo Valley are RT but that Yeo Valley's processing site probably isn't. After all, the products don't have the RT logo on them. The power of the brand is what is at work here.</p><p>A NFU employee told me that they had been told to 'protect the Red Tractor Brand at all costs'. But is RT really a brand? Not in the really true sense of the word.</p></blockquote><p></p>
[QUOTE="AIMS, post: 7479485, member: 157044"] Probably because they haven't bought a Red Tractor license. Brands such as Homepride have market and marketing clout. They don't need to use RT to get on shelf or to 'encourage' consumers to choose their products over their competitors. Look at the Yeo Valley TV advert: [URL]https://vod-progressive.akamaized.net/exp=1616411047~acl=%2Fvimeo-prod-skyfire-std-us%2F01%2F4714%2F17%2F448570432%2F1969892676.mp4~hmac=7b4763e41cd340a8629157fd45593fecb1a4bfc5bef28203d431d33da4acbdfa/vimeo-prod-skyfire-std-us/01/4714/17/448570432/1969892676.mp4?filename=YVST_YT20.mp4[/URL] You would think from the imagery that the product is Red Tractor. Our 'research' shows that the farms supplying Yeo Valley are RT but that Yeo Valley's processing site probably isn't. After all, the products don't have the RT logo on them. The power of the brand is what is at work here. A NFU employee told me that they had been told to 'protect the Red Tractor Brand at all costs'. But is RT really a brand? Not in the really true sense of the word. [/QUOTE]
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Andrew Blenkiron
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