Farmers and growers will be encouraging the public to buy high quality British food and drink at events across the West Midlands as part of 'Red Tractor WeelK.
The National Farmers Union (NFU) and its members will be at stores, with their tractors, to talk to shoppers about the work that goes into producing food.
Farmers will encourage people to look for the Red Tractor logo on-pack when they are doing their shopping.
ASDA, Tesco, Morrisons, Waitrose, Cooperative, Lidl and Aldi have all signed up to support Red Tractor Week and promotional campaigns will run in-store on pre-packed branded goods including meat and poultry, dairy, cereals and other fresh produce.
The Red Tractor logo on products confirms that independent assessors have checked that British food and drink meets comprehensive standards.
These look at issues like traceability, animal welfare, food safety and hygiene and environmental protection.
Farmers are also being encouraged to get involved through a high profile social media campaign #trustthetractor by telling consumers what they do and why supporting Red Tractor is so important.
For more information and to get involved visit http://www.redtractor.org.uk/get-involved
Sheep farmers in the Midlands who suffered losses due to the recent poor weather will get additional financial support from the Government.
The Government says up to £250,000 will be made available for farmers across the country. The money will cover those who suffered losses like animal deaths due to starvation or hypothermia after it snowed.
The wheat crop at Temple farm has been hit by this year's poor weather.
The rain has affected the quality and amount of the yield which will result in a lower price for many arable farmers like Brian Sutton.
Farmer, Brian Sutton, harvesting wheat at his farm in Leicestershire.
Poor weather this year and high ground water levels have badly affected crop yields and quality.
Harvesting the oilseed rape crop at Temple farm near Twycross in Leicestershire has proved very difficult after a summer of heavy rain.High ground water levels make it difficult for combines & tractors to harvest. In some cases vehicles run the risk of sinking into the soil.