Look for the Red Tractor dirty truth, Morrisons

To: Morrisons
From: [your name]

I am a regular customer of Morrisons. I am deeply concerned that your shelves are full of products bearing the Red Tractor label as a mark of environmental protection.

The Red Tractor assurance scheme has been found to mislead the public.

• Environment Agency (EA) data from between 2020-2025 reveals that almost 60% of inspections of Red Tractor farms identified a breach of environmental regulations.
• The Advertising Standards Authority ruled on 15 October 2025 that Red Tractor’s advertising misled the public about its environmental standards and exaggerated the benefits of Red Tractor endorsement.

This means customers like me have been misled into believing we were buying food “farmed with care” when, in reality, much of it comes from Red Tractor assured farms that are breaching environmental regulations.

On your website you state that “100% of the fresh pork, beef, lamb, poultry, milk and cheddar cheese we sell in our stores comes from farms certified by Red Tractor, or an approved equivalent scheme, giving customers assurance on food safety, hygiene, animal welfare standards and environmental protection.”  However, the ASA’s ruling and the EA’s data undermines this statement. By continuing to stock products with this label, Morrisons is helping to prop up a scheme that greenwashes environmental outcomes.

I urge you to:

1. Publicly acknowledge the ASA findings on the Red Tractor scheme and reassure customers that you are leading the industry to set and uphold environmental commitments in your supply chains.
2. Explain how you will ensure your products meet high environmental standards going forward.
   

I want to shop at a supermarket I can trust. Right now, the Red Tractor label undermines that trust. Please act swiftly otherwise I will consider shopping elsewhere.

I look forward to your response.