Red Tractor Foods

Red Tractor Foods is a leading Australian health food brand known for its wholesome range of oats, granolas, muesli, and superfoods. With products proudly Australian-grown and made, Red Tractor champions transparency, local sourcing, and nutritional integrity. Stocked nationally in Coles, Woolworths, and independent grocers, the brand has built a strong reputation for quality and trust, inspiring consumers to make better food choices through simplicity, authenticity, and wholefood goodness. As the brand continued to grow, Red Tractor identified the need for a refreshed digital presence that could better represent its position as a market leader and support its evolving retail partnerships and content strategy.

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Overview

Red Tractor Foods engaged emd:digital to redesign and redevelop their website from the ground up — transforming it into a modern, user-centric digital platform that elevates their brand story and seamlessly connects consumers to their product range.

The new website needed to achieve several key objectives:

Reflect Red Tractor’s commitment to healthy, natural living through an uplifting design and tone of voice.
Showcase their expanding product portfolio in a structured, visually engaging way.
Integrate strong “Where to Buy” functionality to drive conversions across major retail channels.
Provide flexibility for the internal marketing team to update content, recipes, and campaigns quickly and intuitively.
Deliver an elevated digital experience that could grow with the brand as it continues to expand into new markets and categories.

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Services

Strategy

Web Design

Web Development

Objective

The overarching objective was to build a digital experience that embodies Red Tractor’s brand ethos — honest, wholesome, and proudly Australian — while offering functional depth and scalability for future growth.

Specifically, emd:digital was tasked with:

Strengthening brand storytelling through design, photography, and content hierarchy.
Creating a mobile-first, performance-optimised platform that enhances discoverability and engagement.
Supporting sales and retail partnerships through a clear and engaging purchase pathway.
Designing an intuitive CMS for effortless internal management of products, recipes, and campaigns.

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The Solution

emd:digital delivered a fully redesigned and redeveloped website for Red Tractor Foods, blending craftsmanship, functionality, and brand authenticity.

Brand-Led Design
The new design system reflects Red Tractor’s earthy, honest aesthetic with warm tones, textured backdrops, and a focus on real ingredient imagery. Every element — from typography to motion — reinforces the brand’s grounded yet modern personality.

Dynamic Product Catalogue
Each product is presented with rich photography, nutritional details, and ingredient transparency. The modular product CMS allows for effortless updates and future expansion as new product lines are introduced.

“Where to Buy” Integration
A purpose-built retailer integration directs users to purchase from Coles, Woolworths, or local stockists — turning brand discovery into action.

Recipe & Lifestyle Hub
An engaging library of recipes connects products with everyday use, inspiring visitors to explore the brand beyond the shelf. The CMS enables Red Tractor’s team to continuously add seasonal and promotional content with ease.

Optimised for Performance & SEO
The site was built with best-practice technical SEO and speed optimisation, ensuring smooth performance and stronger search visibility across product and recipe categories.

CMS Flexibility
Using Webflow’s dynamic CMS, Red Tractor’s marketing team can independently manage all content, create landing pages for campaigns, and publish new recipes — reducing reliance on external developers.

The result is a vibrant, modern, and high-performing website that not only showcases Red Tractor’s product range but also embodies the brand’s values of quality, simplicity, and authenticity. The platform now serves as a key brand asset, strengthening consumer engagement, supporting retail partnerships, and laying the foundation for future e-commerce expansion.

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