Case Study – Red Tractor
Background and Brief
Red Tractor is the UK’s largest food chain assurance scheme which sets rigorous standards to ensure food is produced safely, responsibly, and sustainably. Their well-known logo reassures consumers that all produce is traceable back to UK-assured farms, meeting the highest standards for animal welfare, food safety, and environmental protection.
As experts in the agricultural sector, Cande Group was approached by Red Tractor to produce a series of training videos for their assessors. These videos were designed to help assessors work effectively with farmers, ensuring compliance with Red Tractor standards on dairy farms. The videos needed to demonstrate the practical application of the Red Tractor standard, illustrating real-world examples of how the company upholds their highly regarded values.
Approach
The filming was to be based over several days and in multiple locations, the series to showcase key processes and best practices that underline the importance of Red Tractor’s key role in upholding transparency across the food chain, in a company that the public can trust.
We drilled down that it is vital every assessor is consistent in their execution of farm visits, so when developing the video series we set about ensuring that visual demonstrations were clear and could apply to different farm types.
Execution
The Cande Group team has extensive experience filming across hundreds of farms, and fully understands the processes, risks and opportunities that must be taken into consideration in order to gain the best out of a farm-based project such as this.
We needed to consider that Red Tractor has a very distinct visual style in their consumer marketing videos, in that everything moves from left to right. In their TV ads we see farmers, shoppers and consumers walk from one scene to another as the camera tracks across from the left. We felt it was important to keep these training videos on brand and set about capturing the assessor training videos in this way. To accomplish this, we used a slider which allows our camera to glide from left to right, and we directed the contributors to walk through the scene in this way.
Our crew filmed across the whole farm, including both calves and cows, showing the industrial milking unit and milk collection tank, and also incorporating some of the lesser seen parts of the farming process as a unique point of interest. We decided to film across two different farm locations, one dairy and one beef cattle, as some elements of the assessment training are relevant across multiple sectors and we wanted to give the fullest sense of the thorough approach taken by Red Tractor. The results give a rounded overview of the robust nature of Red Tractor at its source and yet gives a real sense of the care taken by its experts to uphold their high standards.
Client testimonial
“We used Cande to produce some video content, and we couldn’t be happier with the results! The team was professional from start to finish, easy to work with, and understood exactly what we wanted. They delivered high-quality content that hit the mark perfectly. Great experience all around!”
Debbie Smith, Red Tractor Assurance
