Ad campaign aimed at protecting consumer confidence

Ad campaign aimed at protecting consumer confidence

EBLEX and BPEX are running a national press advertising campaign to protect consumer confidence in assured fresh meat amid ongoing revelations about horse meat.

Half page adverts highlighting the traceability and provenance of fresh beef, lamb, pork and bacon bearing the Red Tractor and Quality Standard Mark (QSM) assurance scheme labels will appear in all national newspapers on Saturday, February 16th. A further advert will run in the Evening Standard on Monday, February 18th.

Speaking at the Outlook Conference earlier this week AHDB’s John Godfrey said: “At least we are doing something!”

Anecdotal evidence from retailers has suggested that consumer demand for assured fresh meat has remained robust during the horse meat scandal and consumers are increasingly looking for assurance marks when buying meat products. A Kantar poll also revealed that 20% of consumers have indicated that they would buy more fresh meat and 13% would buy more locally sourced meat.

Jane Ritchie-Smith, head of consumer marketing for EBLEX, said: “We know that from the anecdotal evidence we are hearing from multiple and independent retailers that consumer confidence in fresh meat is still strong.

“Our advertising campaign reiterates that by looking for the Red Tractor and QSM assurance marks on packs of fresh beef, lamb, pork and bacon, consumers can rest assured that what they are buying is fully traceable.

“Provenance of products is important for our consumers and independent auditing, which is already a key requirement of both the Red Tractor and QSM assurance schemes, will be central to ensuring consumer confidence.”

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