Michelin-star chef endorses QSM scheme

Eblex has enlisted the help of celebrity chef Nigel Howarth to be the ambassador for its Quality Standard Mark (QSM) scheme.

In a series of promotional videos, Howarth describes the ‘farm to fork’ scheme as a “fantastic food story” which allows him to assure his customers of animal welfare and eating quality.

Howarth, co-director of a Michelin-starred restaurant and chain of pubs, went on to say: “It doesn’t matter how good a cook or chef you are, it’s all about the quality of the products and ingredients you’re using – Quality Standard Mark beef and lamb is a fantastic food story that starts on the farm.”

Eblex launched the scheme in 2004 and it provides one of the highest levels of independently inspected quality assurance schemes for meat in the UK. The standards contain combined guarantees of food safety, animal welfare, care for the environment and enhanced eating quality.

Laura Ryan, Eblex marketing manager (Quality Schemes), commented: “We’re very excited about our new video – having a Michelin-starred chef, such as Nigel, highlighting the advantages the scheme delivers to his business is a true endorsement of the quality and consistency of Quality Standard Mark beef and lamb.

“Critical to the success of the scheme is that the whole supply chain benefits, from the farmer right through to the consumer, and the video really helps to bring this process to life.”

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