UK – A quality scheme for English beef and lamb celebrating its tenth year has revealed that over a third of shoppers actively seek the mark on packs of meat.
The English Beef and Lamb Executive’s Quality Standard Mark (QSM), launched in 2004, sees 37 per cent of consumers more likely to buy red meat with QSM logo, a YouGov survey found.
For ten years QSM has addressed eating quality with specifications covering food safety, animal welfare and the environment.
Today, consumers are more aware about food safety and traceability than ever, according to EBLEX marketing manager, Laura Bishop.
She said: “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.”
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