EBLEX reports independent retailers are backing QSM scheme

EBLEX reports independent retailers are backing QSM scheme

EBLEX reports it has seen a significant increase in the number of independent retail butchers joining its Quality Standard Mark (QSM) Scheme this year. With 150 new sign-ups since January, the total number of independent QSM members has now reached almost 2,000.

With 150 new sign-ups since January, the total number of independent QSM members has now reached almost 2,000.

With 150 new sign-ups since January, the total number of independent QSM members has now reached almost 2,000.

The total number of scheme members including abattoirs, multiple retailers and foodservice operators as well as independent retailers now stands at almost 2,700.

With more consumers than ever seeking quality beef and lamb which is both safe and traceable in the wake of the horsemeat scandal, independent retailers are recognising the benefits of belonging to an assurance scheme such as EBLEX’s QSM scheme.

Laura Bishop, EBLEX marketing manager (Quality Schemes) explains: “The Quality Standard Mark Scheme for beef and lamb was developed to address key consumer concerns about the eating quality of red meat, such as succulence and tenderness. However, the recent crisis focused the public’s gaze on the need for total product integrity throughout the beef and lamb supply chain. The QSM enables members to confidently inform their customers about the guaranteed high quality beef and lamb they offer.”

The good news for members is that consumer demand for Quality Standard beef and lamb is set to increase even more during the coming months, as EBLEX will be back on air with its Simple Pleasures television advertising campaign.

The TV campaign is part of an investment by EBLEX totalling almost £1 million to market the QSM in 2013. The Simple Pleasures campaign will air nationally from 15 September and run for a period of four months on Channel 4, More 4, Good Food and across Channel 4’s online platforms.

With that in mind, EBLEX is keen to encourage farm shops to sign up too. A variety of point-of-sale (POS) material (posters, cut charts, recipe books and new product range promotional literature) is available for members to promote the QSM to customers, as well as other support, such as business health checks and product development ideas to help make full use of the carcase and increase profitability.

Michael Richardson, EBLEX direct sales manager, said: “Farm shop owners are increasingly seeing the benefits of being part of an assurance scheme. The QSM scheme is free to join – retailers simply need to be registered with EBLEX and sourcing beef and lamb through an approved supply chain. Once signed up, they are entitled to use the scheme logo in store, on websites or on other marketing literature to offer customers the reassurance that the meat used has been sourced from a totally assured, independently inspected supply chain.”

For further information about the Quality Standard Mark, or to enquire about joining the Scheme visit www.eblextrade.co.uk or call the QSM Hotline on 0845 491 8787.

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