Horsemeat: Demand for quality beef unabated, says Eblex

15 February, 2013

According to Eblex, consumer demand for assured-quality beef has remained high in light of the ongoing horsemeat revelations.

Eblex said the “anecdotal” evidence from retailers suggested there was not a significant decline in demand, while consumers were increasingly looking for assurance marks when buying products.

Head of trade marketing for Eblex Mike Whittemore 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 QSM assurance schemes, will play a key role in ensuring consumers have confidence in what they are buying.”

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