Levy board commits to developing Quality Standard Mark

The Agriculture & Horticulture Development Board (AHDB) Beef & Lamb branch has welcomed a new member of staff as part of the group’s commitment to investing in and developing the Quality Standard Mark (QSM). 

Karl Pendlebury (pictured), who has a history in food and beef and sheep farming, has joined the levy board as quality manager for quality schemes.

He has previously worked for Asda, as well as working as an auditor for assurance schemes such as Red Tractor. “What I really want to do is make a difference to the industry within the schemes,” he said.

“I think there is a lot of potential to motivate farmers into producing more consistent carcases. A lot of work has been done towards that end, but I still think there’s more to be gained and it is a win/win situation for farmers.

“The more animals that hit the box, the better the returns and the more efficient their farming, which both have a direct impact on the bottom line.”

Head of beef and lamb domestic marketing for AHDB Beef & Lamb Nick White added: “Karl brings comprehensive industry knowledge to the QSM role and is the calibre of individual we require to invigorate the marque and ensure that it has the awareness and traction warranted.”

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