*Originally published 19 October 2019* Rather than ensuring farm standards, Red Tractor fools the unaware consumer into supporting animal cruelty. ‘Facts are irrelevant. What matters is what the consumer believes’, said Seth Godin, American author and business executive. Animal agriculture and its representatives are well aware of this fact and consumers’ desire to be reassured that the products they purchase are ethical and of high quality. But how many are aware that labels, assurance schemes and terms such as ‘humane’ and ‘farm fresh’ mean very little for the 6.4 billion animals killed for food in the UK every single year? Animal Rebellion has been protesting at the headquarters of Red Tractor, a product certification programme that is made up of a[…]