Cheesemaker and Blur bassist Alex James is supporting a new campaign to boost consumer trust in food.
Trust the Tractor is a yearlong national campaign encouraging shoppers to buy food products with the Red Tractor logo, which assures they are from trusted sources.
"I am delighted to be Red Tractor's Trust The Tractor brand ambassador," says Alex. "Now more than ever it's important to know that the food that you're buying comes from a trusted source.
"Purchasing food containing the Red Tractor logo is the easiest way to trust that the food that you're buying is safe and produced to good standards."
The campaign will be especially highlighted during Red Tractor Week from 16 to 22 September, when shoppers will be asked to help spread the word.
Richard Cattell, Red Tractor Head of Marketing said: "Red Tractor Week and Trust The Tractor is celebrating 13 years of great farming and great food under the logo.
"This year has reaffirmed our nation's fundamental belief that it is so important to be aware of the origin of the food that we are eating and serving our families.
"We are delighted to be working with Alex James in our effort to educate UK consumers about the fact that all products that carry the Red Tractor logo meet responsible production standards and are fully traceable back to independently inspected Red Tractor Assured farms."
Later in the summer, Alex will be hosting the Big Feastival on his farm with Jamie Oliver, which features music, food from pop-up restaurants, and family friendly fun.
People who sign up for Trust the Tractor will have a chance to win tickets to the Big Feastival.
For more about Trust the Tractor visit http://signup.redtractor.org.uk or follow on Twitter(@RedTractorFood