Red Tractor Film Puts British Food Producers In The Spotlight
Red Tractor has launched a farmer-led film, with fruit and vegetable growers among the voices showcased, to celebrate the skills, responsibility, and pride behind British food production in a bid to raise consumer awareness.
Released on 6 October, ‘Proud to Farm’, recognises the contribution of more than 40,000 British farmers and growers assured by Red Tractor, and explores the different roles they perform, from food production and crop management to running businesses, maintaining machinery, and caring for the countryside.
The film forms part of the organisation’s wider effort to improve consumers’ understanding of how food is produced and the standards behind the process.
‘Proud to Farm’ features real food producers working to Red Tractor standards, including Will Woodhall from fresh produce grower from Woodhall Growers in Staffordshire; and Leanne Balsdon from soft fruit grower Lower Hope Fruit in Herefordshire.
“Being proud to farm is what gets me up every day,” said Farm Manager Woodhall, who has farmed since he was 14 years old, and whose business grows organic and conventional crops from potatoes to cereals as part of the G’s Fresh group.
“Pride means producing high-quality British fruit and supporting British agriculture,” added Technical Manager Balsdon, whose team grows cherries and raspberries for the British market, and is a member of Berry Gardens.
Red Tractor said ‘Proud to Farm’ reflects both the difficult and rewarding days of producing food, and the moments that make the hard work worthwhile.
The campaign to raise consumer awareness comes after an unusually hot and dry period that has put additional pressure on food production across UK agriculture.
“British farmers and growers are producing food against an incredibly challenging backdrop, and we believe their contribution deserves to be recognised and championed,” explained Paul McLaughlin, chief executive of Red Tractor in a news statement.
“We want to make the skill and care that goes into producing British food more visible to consumers and show farmers and growers that we are proud to stand behind them.”
‘No Such Thing As Just A Farmer’
At the heart of the film is the message that there is ‘no such thing as just a farmer’, with the featured producers describing the breadth of expertise required to keep their businesses operating and producing food for the nation at a high standard.
For fresh produce growers, that means much more than simply producing crops.
The film highlights farmers as crop specialists, business owners, mechanics, and custodians of the countryside, reflecting the increasingly diverse skills required to run a modern farm.
The film features the producers speaking about their experiences in their own words, capturing both the pressures and rewards of farming.
Weather, machinery failures, and short-notice business decisions are among the everyday challenges highlighted, alongside the responsibility of maintaining standards while producing food.
Putting Growers In Front Of Consumers
The film forms part of efforts to raise consumer awareness and understanding of the skill, knowledge and care behind British food production.
Red Tractor says its assurance scheme covers around three-quarters of UK agricultural production, with its logo appearing on more than £18bn worth of food and drink to give people confidence in the care, responsibility and standards used by British producers.
Indeed, the organisation’s 2026 Farmer Sentiment Survey found that a majority of farmers believe assurance schemes play an important role in building consumer confidence.
Nonetheless, many farmers surveyed called for Red Tractor to do more to champion assured British food and improve understanding of the standards involved.
In August, Red Tractor worked with young farmers on British high streets to test consumers’ understanding of farming, food production and food labelling.
“We know there is still a gap in understanding around how food is produced, but there is also a real sense of pride in British food and the farmers behind it,” McLaughlin said.
“If this film helps more people understand the skill and commitment behind British farming, and builds confidence in the food our farmers produce, then it has done what we set out to achieve.”
British farmers and growers work incredibly hard to produce high-quality food while running businesses, caring for livestock, and managing the countryside, added NFU deputy president Paul Tompkins.
“We are extremely proud of the skill, commitment and dedication shown by everyone working across our sector, which is being recognised and celebrated in this film, with our farmers and growers at the heart of telling the story of British farming,” Tompkins commented.
With growers increasingly required to balance production, environmental responsibilities, and commercial pressures, Red Tractor’s new film aims to give consumers a clearer view of the expertise behind the food on supermarket shelves.
View the ‘Proud to Farm’ film here.
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