AHDB Beef and Lamb has launched a revamped Quality Standard Mark (QSM) Scheme alongside a new team of ambassadors, including award-winning chef Chris Wheeler (pictured right) and meat expert Karl Pendlebury (pictured right).
The new Mark is designed to be more modern and uniform across all marketing materials and online in a bid to drive further growth in the QSM Beef and Lamb retail market. The AHDB also hopes it will help to encourage the supply chain, including catering butchers and independent retailers to choose QSM meat.
Chef Chris Wheeler, who recently appeared on TV series Great British Menu and is the current the Cateys Hotel Chef of the Year, along with expert butcher Jim McPhie, led an interactive cooking and butchery masterclass at the launch to highlight the benefits of specifying QSM Beef and Lamb.
And Karl Pendlebury, who previously worked at Asda, and as an auditor for assurance schemes such as Red Tractor, said: “Consumers are becoming more concerned about where their food comes from. There is a great opportunity for retailers and foodservice operators, such as Chris, to drive profits by stocking QSM Beef and Lamb and telling consumers about it.
“Factors like quality, taste, food safety and animal welfare are increasingly influencing consumer purchasing decisions, and consumers are looking for these assurances on both packaging and menus. The QSM Scheme is an easy way to give them what they want.”