EBLEX QSM Scheme celebrates 10 successful years

28 August 2014

The EBLEX Quality Standard Mark (QSM) Scheme for beef and lamb is more popular than ever as it celebrates its tenth anniversary this year.

EBLEX QSM Scheme celebrates 10 successful yearsThe Scheme currently has over 2,100 independent retailer members as well as all of the multiple retailers and their suppliers, major processors and manufacturers, and many foodservice groups and individuals, ranging from the public sector to pubs, restaurants, hotels and Michelin starred chefs as members.

Importantly, the Quality Standard Mark is also widely recognised by consumers and influences their purchasing decisions. A recent meat and poultry survey found that over a third of respondents said they would be more likely to purchase meat which carries the QSM logo on pack. The survey also found that 50 per cent of consumers know about the Scheme and understand what it represents.[1]

The Scheme was initially launched in 2004, to address consumer concerns about the eating quality of red meat. Since then, it has continually evolved to provide one of the highest levels of independently inspected, quality assurance schemes for meat in the United Kingdom.

It differs from other assurance schemes because it addresses the important issue of eating quality alongside its tough specifications which cover food safety, animal welfare and care for the environment.

Laura Bishop, EBLEX marketing manager (Quality Schemes), said: "Consumers are more aware than ever about food safety and traceability and are increasingly looking for assurance and origin indicators on packaging and menus. The good news for retailers and caterers is that the QSM scheme for beef and lamb has remained robust since its launch ten years ago and is better placed than ever to enhance consumer confidence. It does this by providing guarantees of provenance, quality and consistency.

QSM beef and lamb is assured from farm right through to the point of purchase, enabling suppliers to provide total product integrity for their customers. The whole supply chain, including the farm, abattoir, supplier, distributor, retailer and/or foodservice outlet needs to be signed up to the Scheme in order to use the Quality Standard Mark.

Laura added: "Benefits of the scheme can be seen throughout the supply chain as the tough specifications create greater carcase yields and enhance profitability. Members of the scheme also benefit from a wide range of sector-specific marketing material to support sales of QSM beef and lamb.

Consumer demand for QSM beef and lamb is set to further increase this autumn as EBLEX launches a new TV advertising campaign. The commercial will air nationally on ITV from week commencing 22 September 2014 until the end of October and will reach a mass target audience, promoting beef and lamb mini roasts as a versatile midweek meal option.

To join the scheme or for further information about the Quality Standard Mark and the many benefits available to members, visit www.eblextrade.co.uk or call the Hotline on 0845 491 8787.

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