Quality Standard mark shows strong influence on meat purchasing

The Eblex Quality Standard Mark (QSM) is one of the most influential logos affecting the decision to purchase meat and poultry products, according to a survey.

The YouGov Meat and Poultry survey showed that only ‘free-range’ and ‘British’ were seen as more influential, with over a third of respondents saying they were more likely to purchase meat with the Quality Standard Mark.

Provenance proved to be important among those surveyed, and 63% said they prefer to buy meat and poultry sourced from the UK as opposed to imported. Furthermore, 73% said they associated QSM with the origin of meat and poultry.

Laura Bishop, Eblex marketing manager (quality schemes), said: “As our QSM Scheme celebrates its 10th anniversary, it’s fantastic to see that it has become so influential in the minds of shoppers. When it comes to food, consumers are definitely becoming more discerning. Factors such as quality, taste and provenance are increasingly influencing purchasing decisions, and consumers are looking for these assurance indicators on packaging or on menus.

“Our Scheme was originally developed to address consumer concerns about the eating quality of red meat, such as succulence, tenderness and consistency. Today, it provides one of the highest levels of independently inspected quality assurance for meat in the UK, with combined guarantees of food safety, animal welfare and care for the environment, as well as eating quality. The flag in the logo highlights the origin of the meat, so consumers can instantly see where it is from.”

To enquire about joining the scheme, visit www.eblextrade.co.uk, or call the QSM hotline on 0845 491 8787.

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