DBC Expands Red Tractor Range

DBC Foodservice is expanding its range of Red Tractor quality assured products to enhance the breadth of its offering. This follows £600,000 of incremental sales across its Red Tractor fresh meat range in the last 20 weeks.

DBC’s commitment to its Red Tractor offering comes a year after the appointment of Rob McFarlane, as Commercial Director, meats. Rob was brought in to develop and enhance DBC’s fresh meat offering and develop a range of brands into foodservice.

Set against the distinctive backdrop of an iconic Massey Ferguson Red Tractor, DBC, the largest British-owned foodservice provider, welcomed Red Tractor’s head of marketing, Richard Cattell, to its head office in Welwyn Garden City to mark the initial success and re-affirm the development plans for 2012.

Rob McFarlane’s vision to develop fresh meat sales has included the successful introduction of Farmhouse Champion, a premium, British red meat brand; a new EBLEX Quality Standard range of quality assured beef and lamb products; and the Broadland Farms Red Tractor-certified turkey brand. New Red Tractor lamb and beef products, specifically aimed at chefs and caterers, will follow throughout 2012.

These initiatives have helped DBC’s total fresh meat sales to increase by 10% year-on-year during the current financial year to date (1 April to 31 December 2011).

Rob McFarlane, who joined DBC in February 2011 with 24 years of experience in the meat and poultry sector, says: “We are very excited to be developing our Red Tractor range of products, and are listening closely to our customers to ensure we consistently have the right products to suit their needs. DBC Foodservice has been working with Red Tractor Assurance for a while, and our expanding range of Red Tractor products demonstrates our continued commitment to British farming and to offering quality British products to our discerning customers.”

Richard Cattell, head of marketing at Red Tractor, says: “We are delighted that DBC is expanding its Red Tractor range, which demonstrates its on-going commitment to high standards of quality food and drink, and responsible farming. We are looking forward to working even more closely with DBC in 2012.”

For more information please visit www.dbc.co.uk.