Enhanced EBLEX Quality Standard Scheme goes live

Enhanced EBLEX Quality Standard Scheme goes live

The strengthened EBLEX Quality Standard Mark Scheme comes into force today (6 August).

New standards and specifications for Quality Standard Mark beef and lamb, which cover animal age, carcase classifications and maturation, have been added to the scheme by EBLEX as part of its aim to drive the continued development of the beef and lamb sectors.

Laura Bishop, EBLEX marketing manager (Quality Schemes), said: “The principal objective of the change was to elevate the scheme – with a real focus on quality – and to add value across the entire supply chain. We’ve done that by introducing specifications that combine to guarantee eating quality and consistency and improve efficiency in production.

“All members of the scheme were consulted on the proposed changes lastyear and the feedback we had was very supportive. The enhancements were then agreed by the EBLEX board and subsequently communicated to scheme members in April 2012. Any business wishing to use the Quality Standard and take advantage of the benefits of scheme membership must now comply with the new standards and specifications.”

The new Quality Standard Mark Scheme is proving to be a real hit with the trade and an increasing number of businesses have signed up in anticipation of the launch. EBLEX has signed up 165 new members in the four months since the announcement that it was strengthening the scheme.

To support the launch of the new scheme EBLEX is planning a major consumer marketing campaign, spearheaded by TV advertising and backed by wide reaching PR activity, which will be launched later in the year. EBLEX will announce further details in due course.

Members of the Scheme are regularly provided with marketing support materials, in the form of point-of-sale and promotional kits. In fact, EBLEX recently rolled out a special promotional kit to help members maximise the new Quality Standard Mark Scheme and drive sales of quality assured beef and lamb.

Kits include posters, leaflet dispenser and 50 consumer leaflets featuring beef and lamb recipes and advice on cooking times. All material communicates the key benefit of the Quality Standard Mark Scheme: that eating quality is guaranteed.

The new Quality Standard Mark Scheme for beef and lamb provides one of the highest levels of independently inspected quality assurance for meat in the UK. The standards contain combined guarantees of food safety, animal welfare, care for the environment and enhanced eating quality. Quality Standard Mark beef and lamb: assured from farm to point of purchase, providing total product integrity.

For further information visit www.eblextrade.co.uk or call the scheme hotline: 0845 491 8787.

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