23 February 2011

3 minute read

Europe

So too is the fact that demand for the Quality Standard product continues to grow. Since its inception over seven years ago, 15,000 business outlets have joined the scheme. That includes all the major multiple retailers and suppliers, as well as 2,000 retail butchers.

In addition, a number of Quality Standard scheme members have successfully launched their own regional brands into the retail and foodservice markets, benefitting local businesses and the farming community. Demand for these products has been phenomenal, with customers recognising the fact that as well as providing a guarantee of quality assurance, the Quality Standard Mark also represents greater consistency and improved eating quality. EBLEX is happy to provide advice to any member wishing to launch a beef or lamb range featuring the Quality Standard Mark.

Rob Shears, national account controller (hotel sector) for one catering butcher, said: “When we launched our own Quality Standard beef brand, we did so because we wanted to offer our customers a quality product with a difference. With guidance from EBLEX we were able to set up a partnership which ensures that all the farmers work to the same regime, giving us more clarity in the supply chain and helping to ensure consistent quality, which is vital for our catering customers.

“Our beef brand was an almost overnight success, which is why we decided to add lamb to the range. Both products carry the EBLEX Quality Standard Mark, a key selling point for our customers who recognise it as a guarantee of assurance, traceability and eating quality.”

The EBLEX trade marketing team has worked hard to drive demand for the Quality Standard product. From helping with new product development - developing new cuts to maximise use of the carcase - to producing marketing and promotional material. Throughout the supply chain, resources exist to support Quality Standard member businesses, ranging from carcase branding stamps and box labelling to point-of-sale kits and on-pack and window stickers.

Scheme manager and trade marketing executive for EBLEX, Laura Bishop, is positive about the ongoing development of the scheme. She says: “We are determined to maintain our commitment to farmers and the industry as a whole.

“It is our role is to support businesses producing, processing, supplying and selling beef and lamb produced under the Quality Standard scheme. To do this we offer a range of services, including marketing materials, which are designed to help businesses communicate the fact that they are a supplier of quality beef and lamb to their customers. I would urge members to make the most of these.”

The EBLEX Quality Standard scheme for beef and lamb and the Red Tractor scheme from Assured Food Standards both provide a guarantee of assurance, encompassing food safety, animal welfare and care for the environment. The EBLEX Quality Standard scheme further builds on this by embracing additional eating quality requirements, making the schemes perfect partners.