Cereal Partners UK Joins Forces with Farm Assurance Scheme
Working in partnership with Assured Food Standards, the instantly recognisable Red Tractor logo will appear on side of packs of Nestlé Shredded Wheat, Shredded Wheat Bitesize and Organic Shredded Wheat Bitesize from the end of September.
05/09/07 Cereal Partners UK (CPUK), the joint venture between Nestlé S.A. and American food manufacturer General Mills has announced its commitment to the Red Tractor scheme, the number one food assurance mark in the UK representing high production standards and food provenance.
Working in partnership with Assured Food Standards who run the scheme, the instantly recognisable Red Tractor logo will appear on side of packs of Nestlé Shredded Wheat, Shredded Wheat Bitesize and Organic Shredded Wheat Bitesize from the end of September.
The logo will communicate that all the whole grain wheat used in Shredded Wheat is sourced from UK farms.
Dez Timmiss, Marketing Director of Cereal Partners UK, said: “We’re really excited to be the first breakfast cereal manufacturer to display the Red Tractor symbol which reflects our commitment to using British grown wheat and delivering high quality products.”
“Shredded Wheat is made from 100% wholegrain wheat and for the last 40 years we have only used home grown UK wheat. With growing consumer interest in provenance and local sourcing, the Red Tractor symbol reassures our consumers, as well as enabling them to support British farming”.
Colin Smith, Chairman of Assured Food Standards, said: “We are delighted that Cereal Partners UK is the first breakfast cereal manufacturer to use the Red Tractor logo on-pack to clearly communicate to consumers the strict standards of production and provenance of the whole grain in the products. It also demonstrates their on-going commitment to and support for British cereal farmers producing whole grain to Red Tractor standards.”
CPUK purchases UK wheat grown under the Assured Combinable Crops Scheme, (ACCS).
