Okay, so the enterprising public relations team at the NFU were just a touch over enthusiastic when they told us that their new farm standard symbol for food could become one of the biggest brands in Britain "overnight." But, given its high profile send-off on Tuesday, the patriotic red tractor looks on course for a longer life than the I'm Backing Britain' campaign which wowed shoppers three decades ago. And certainly, from the UK producer's point of view, the well orchestrated scheme has the potential to become one of the most significant symbols to hit the shelves. Most importantly, it displays an intelligent strategy. Which is more than can be said for some of the crude, jingoistic efforts hastily conceived in recent years to help home suppliers fight increasing foreign competition. Ten multiples are already backing it and the logo went onto 100 fresh food products from this week. Not bad for starters. So there was no disguising its originators' delight when the PM gave it a Downing Street blessing. Although the intention is to take the scheme nationwide, reports from Scotland suggest Ben Gill and Co will need to summon all their diplomatic powers to convince certain canny Scots marketers to fly this particular flag. But it would be a pity if development was slowed by an outbreak of internecine home country politics. Meanwhile, there's another challenge. If the scheme is to really help the home industry it must be extended to more products, notably processed foods and, eventually, even beer. Appropriately, the qualification criteria will be strictly regulated only production from recognised assurance schemes will qualify. And that suggests the mark's expansion could be slower than some of its promoters would like. But the tractor is an effective icon that must quickly replace many of the other symbols that have littered our labels in recent years. It carries a clear message to consumers, even more effectively than the ubiquitous Union Jack. It deserves total food chain support from the humblest cow shed to the biggest hypermarket. Clive Beddall, Editor {{OPINION }}