AHDB Beef and Lamb has revamped the Quality Standard Mark (QSM) Scheme alongside a new team of ambassadors, including award winning chef Chris Wheeler and meat expert Karl Pendlebury.
The new look offers more modern and uniform branding across the QSM marketing materials and online and aims to drive growth in the market to increase engagement with the supply chain.
“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,” said Wheeler. “Competition is fierce so it’s great to have something that adds value and differentiates your offer.”
The rebrand comes after research shows that 51% of people believe meat with a quality assurance mark is worth paying more for, while 61% would be willing to pay more for quality.