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