AHDB Beef & Lamb ambassadors and QSM scheme revamp announced

AHDB Beef and Lamb launched a revamped Quality Standard Mark (QSM) Scheme alongside a new team of ambassadors, including award winning chef Chris Wheeler and meat expert Karl Pendlebury, at the prestigious hotel, Stoke Park, on 8 March.

Introducing a more modern and uniform branding across all QSM marketing materials and online, the revamp aims to drive growth in the QSM Beef and Lamb retail market and increase engagement with the supply chain, catering butchers and independent retailers.

Chef Chris Wheeler, who recently appeared on TV series Great British Menu and is the current 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.

Chris Wheeler says: “At a time where consumers demand for quality, traceability and provenance is at a high, I’m thrilled to have this opportunity to represent the Quality Standard Mark which acts as a consumer guarantee across the retail and foodservice sectors. Competition is fierce so it’s great to have something that adds value and differentiates your offer.”

With a strong background in both food and farming, Karl Pendlebury will be leading the revamp and looking to drive the consumer category for buying meats with quality assurance marks. Previously working at ASDA, and as an auditor for assurance schemes such as Red Tractor, Karl brings extensive industry knowledge to his new QSM role.

Newly appointed Quality Scheme Manager, Karl Pendlebury, says: “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.”

The scheme revamp is timely, as recent research shows that 51% of people believe meat with a quality assurance mark is worth paying more for, whilst 61% would be willing to pay more for quality. QSM Beef and Lamb is produced to higher standards than required by law with a supply chain which is fully assured and independently inspected at every stage.

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