Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

AHDB Beef and Lamb to revamp the Quality Standard Mark Scheme

10 March 2017 by
AHDB Beef and Lamb to revamp the Quality Standard Mark Scheme

The organisation for beef and lamb levy payers in England, AHDB Beef and Lamb, has launched a revamped Quality Standard Mark (QSM) scheme to give customers assurance that they are purchasing a high quality product.

The QSM follows recent research by AHDB YouGov in October 2016, which showed that 51% of people believe meat with a quality assurance mark is worth paying more for, while 61% would be willing to pay more for quality.

The revamp aims to drive growth in the QSM beef and lamb retail market and increase engagement with the supply chain, catering butchers and independent retailers.

With a strong farming background, newly appointed ambassador Karl Pendlebury will lead the QSM revamp. He has had previous experience working with ASDA, and as an auditor for assurance schemes such as Red Tractor.
He said: "Consumers are becoming more concerned about where their food comes from. There is a great opportunity for retailers and foodservice operators to drive profits by stocking QSM beef and lamb and telling consumers about it.

"Factors like quality, taste, food safety and animal welfare are increasingly influencing consumer purchasing decisions, and consumers are looking for these assurances on both packaging and menus. The QSM scheme is an easy way to give them what they want."

In order to highlight the importance of good quality meat, ambassador and The Caterer's 2016 Hotel Catey's Hotel Chef of the Year (more than 250 covers) winner, Chris Wheeler hosted an interactive cooking and butchery masterclass for guests at press event held Stoke Park in Stoke Poges, Buckinghamshire, on 8 March.

Wheeler said: "At a time where consumer demand for quality, traceability and provenance is at a high, I'm thrilled to have this opportunity to represent the Quality Standard Mark which acts as a guarantee across the retail and foodservice sectors. Competition is fierce so it's great to have something that adds value and differentiates your offer."

Mini joints on point for Great British Beef Week >>

AHDB releases Meat Education Programme >>

AHDB Beef and Lamb identifies menu opportunities >>

Videos from The Caterer archives

Are you looking for a new role? See all the current hospitality vacancies available with The Caterer Jobs

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking