Nigel Haworth applauds QSM Scheme in new video

16 February 2015

‘Quality assured from farm to fork’ – that’s the key message in a new video from EBLEX to promote the Quality Standard Mark (QSM) Scheme.

The video features Michelin starred chef and QSM Scheme ambassador, Nigel Haworth, who extols the ‘farm to fork’ benefits of the scheme.

Nigel Haworth applauds QSM Scheme in new videoIn the video, Nigel discusses what the QSM Scheme means to him: "Benefits of being part of the scheme include the ability to offer your customers guaranteed eating quality from your beef and lamb. That’s why I’m proud to be a member of the scheme and its ambassador.”

Nigel, co-director of a Michelin starred restaurant and chain of pubs, goes on to say: "It doesn’t matter how good a cook or chef you are, it’s all about the quality of the products and ingredients you’re using - Quality Standard Mark beef and lamb is a fantastic food story that starts on the farm.”

During the video, Nigel visits his beef and lamb producer’s farm and discusses the scheme’s strict practices and processing standards, such as: animal husbandry, feed, veterinary care, and animal age and breed. All of which play a key role in ensuring a high-quality end product is guaranteed.

As well as providing eating quality guarantees, the QSM Scheme tackles the important issues of provenance and assurance. Nigel explains: "Consumers want to know where their beef and lamb comes from and where it has been farmed. Sourcing through the QSM scheme means that consumers can trust beef and lamb which carries the Mark.”

First launched in 2004, the QSM Scheme for beef and lamb provides one of the highest levels of independently inspected quality assurance for meat in the United Kingdom. The standards contain combined guarantees of food safety, animal welfare, care for the environment and enhanced eating quality.

Laura Ryan, EBLEX marketing manager (Quality Schemes), says: "We’re very excited about our new video – having a Michelin starred chef, such as Nigel, highlights the advantages the scheme delivers to his business, is a true endorsement of the quality and consistency of Quality Standard Mark beef and lamb.

"Critical to the success of the scheme is that the whole supply chain benefits, from the farmer right through to the consumer, and the video really helps to bring this process to life.”

The video is available to view by clicking here.

A shorter version of the video has also been produced to highlight the benefits available to scheme members operating in the foodservice sector; this version can be viewed by clicking here.

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