Red Tractor, the quality food assurance mark, has launched an initiative to raise awareness of its values as new research reveals the influence of the logo on young people.

The Red Tractor 4 Wheels Manifesto aims to urge people to buy Red Tractor-assured food and drink, and encourage support for increased transparency, safety, animal welfare and environmental protection in food production.

Latest YouGov research shows that young people are most aware of the Red Tractor brand. Almost one in three 18- to 24-year-olds (31%) say the Red Tractor mark placed on packs is an important factor when choosing which foods to buy, while 62% are aware of Red Tractor compared with the national average of 55%.

Baroness Hayman, Lord Speaker of the House of Lords, signed a giant tractor wheel which is now travelling around the UK visiting towns and cities nationwide.

David Clarke, CEO of Red Tractor, said: "It's exciting that the next generation is demanding clear and simple communication to ensure their food is produced to good standards of animal welfare, quality and origin."