PICTURE the scene. You’re browsing along the fresh meat aisle of the
supermarket, and are assailed with literally hundreds of different cuts,
with confusing packaging.
You know you want to buy English beef, to support farmers
and for better quality, but how do you know for sure that that is what
you are getting?
Step forward the Quality Standard Mark, a scheme set up by the
English Beef and Lamb Executive three years ago. A packet of meat which displays the EBLEX symbol is guaranteed to have been reared, slaughtered
and butchered in England, adhering to high welfare and food hygiene standards.
It is also a guarantee of eating quality, and requires that the beef
must be matured after slaughter. The supply chain, from farm to
shop, is independently audited. “The Quality Standard Mark is the only seal of quality that has an eating quality element,” says Dr Phil Hadley from EBLEX’s South West office.“It lays down guidelines based on age and seasonality so the product is of a consistent quality and is the only meat-
related standard mark that does so.”
The EBLEX mark does not necessarily mean that the meat is free range or organic, but it sets a base line for meat produced to high standards, with an eating quality element. “Consumers are looking for a high quality product, not all consumers but a growing percentage. The demand is there,” says Phil.
The mark can be displayed by any registered outlet in the supply chain, from farm gate to shop or eating place. The way the animals are reared is independently audited and complements the Assured Farm Standards scheme, designated by the little red tractor on packaging.
More than two-thirds of people recognise the symbol when shopping
or eating out, according to a recent EBLEX survey,while 56 per
cent said they would be willing to pay more for such meat. “They accept that it comes at a price and th are willing to pay that price for high quality products,” says Phil. “It hasey come into its own in the past 12 months.”