EBLEX says consumer demand for assured beef remains robust

EBLEX says consumer demand for assured beef remains robust

Demand for assured, quality beef has remained robust in the wake of ongoing revelations about horsemeat, according to EBLEX.

The organisation said anecdotal evidence from retailers suggested there has not been a significant decline in demand and consumers were increasingly looking for assurance marks when buying products.

Mike Whittemore, head of trade marketing for EBLEX, said: “Anecdotal evidence from both multiple and independent retailers hasn’t indicated any significant adverse reaction from customers in terms of buying fresh meat.

“It has also suggested that consumers are increasingly looking for assurance marks such as Red Tractor and the Quality Standard Mark (QSM) when buying beef products. In that respect demand for assured, quality beef clearly remains robust.

“Provenance of products is important and moving forwards independent auditing, which is already a key requirement of both the Red Tractor and Quality Standard Mark (QSM) assurance schemes, will play a key role in ensuring that consumers have confidence in what they are buying.”

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