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.
"Our farmers and growers provide some of the highest quality produce in the world and I would encourage everyone to look out for the Red Tractor logo when shopping, there are some great British products and ingredients just waiting to be discovered."
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
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Police have been called to a supermarket in Stafford after dairy farmers protesting over the price they are paid for their milk took live cows into a superstore.
Around a dozen protesters took the two heifers into the Asda superstore in Stafford this lunchtime.
At the time Staffordshire Police said:
At around 12.30pm on Sunday 9 August we received a report of a small number of farmers with cows carrying out a protests at Asda in Stafford.
Officers are in attendance to ensure that the protest remains peaceful and minimal disruption is caused to the general public.
Asda issued the following statement:
Our milk is supplied by the Arla farmer cooperative. The Arla dairy cooperative is owned by farmers. We moved to this model after guidance from those who were supplying us and means the price received by our farmers is set by their own cooperative business. They receive an on-account payment for their milk and take an equal share of any remaining profit. There is no link between retail prices and farmgate price.