Press Release   •   Aug 02, 2012 12:00 BST

The ability to guarantee the eating quality and consistency of their beef and lamb products and dishes are just two of the key benefits to members of the strengthened EBLEX Quality Standard Mark Scheme which comes into effect next week (6 August).

New standards and specifications for Quality Standard Mark beef and lamb, which cover animal age, carcase classifications and maturation, have been added to the scheme by EBLEX as part of its aim to drive the continued development of the beef and lamb sectors.

Laura Bishop, EBLEX marketing manager (Quality Schemes), said: “The principal objective of the change was to elevate the scheme – with a real focus on quality – and to add value across the entire supply chain. We’ve done that by introducing specifications which combine to guarantee eating quality and consistency and improve efficiency in production.

“All members of the scheme were consulted on the proposed changes last year and the feedback we had was very supportive. The enhancements were then agreed by the EBLEX board and subsequently communicated to scheme members in April 2012. Any business wishing to use the Quality Standard Mark and take advantage of the benefits of scheme membership must now comply with the new standards and specifications.”

The new Quality Standard Mark Scheme is proving to be a real hit with the trade and an increasing number of businesses have signed up in anticipation of the launch. EBLEX has signed up 165 new members in the four months since the announcement that it was strengthening the scheme.

To support the launch of the new scheme EBLEX is planning a major consumer marketing campaign, spearheaded by TV advertising and backed by wide reaching PR activity, which will be launched later in the year. EBLEX will announce further details in due course.

Quality Standard Mark Scheme - Retail Member Case Study:

Brindon Addy, a Yorkshire-based retailer said: “The Quality Standard Mark Scheme for beef and lamb is important to my business as it gives me reassurance in the product which I can confidently pass on to my customers.

“My customers won’t tolerate inconsistencies or poor quality in the products they buy so it’s essential that the beef and lamb I sell is produced and processed to high standards.

“The Quality Standard Mark Scheme gives me peace of mind that everybody in my supply chain is working in partnership to ensure that the beef and lamb I serve in my shop is something special.

“The latest enhancements to the scheme are set to raise the bar even higher. The new specifications will give me the reassurance that the product is tender and succulent and that the eating quality is guaranteed.

“Another invaluable benefit of scheme membership is the marketing support that is made available to members. EBLEX regularly sends us seasonal point-of-sale kits, which really create theatre in the shop and help drive impulse sales of the featured products.”

Quality Standard Mark Scheme – Foodservice Member Case Study:

Nigel Haworth, a Michelin Starred chef, said: “I need to be able to guarantee the quality of the dishes I serve in my restaurants, so it is essential for me to work with high-quality ingredients. The EBLEX Quality Standard Mark Scheme provides me with total reassurance about the quality, provenance and integrity of the beef and lamb I use in my restaurants.

“The enhanced Quality Standard Mark Scheme, which EBLEX has just launched, is focused on consistency and guaranteed eating quality, through the addition of specifications relating to animal age, maturation regimes and seasonality.

With beef and lamb central to so many dishes on restaurant menus this is a hugely important and positive initiative for chefs as it really raises the quality bar. I welcome the enhanced Quality Standard Mark Scheme as it will give my customers even greater confidence in the succulence and tenderness of the beef and lamb they order from my menus, enhancing their dining experience and making the occasion even more special.”

The new Quality Standard Mark Scheme for beef and lamb provides one of the highest levels of independently inspected quality assurance for meat in the UK. The standards contain combined guarantees of food safety, animal welfare, care for the environment and enhanced eating quality. Quality Standard Mark beef and lamb: assured from farm to point of purchase, providing total product integrity.

For further information visit www.eblextrade.co.uk or call the Hotline: 0845 491 8787. 


EBLEX is the organisation for beef and lamb levy payers in England and is a division of the Agriculture and Horticulture Development Board (AHDB).

It exists to enhance the profitability and sustainability of the English beef and lamb sector. Its aims are:

  • To help the beef and sheep meat supply chain become more efficient
  • To add value to the beef and sheep meat industry.  

The EBLEX Trade Marketing team supports businesses throughout the retail and foodservice supply chains for beef and lamb. From abattoirs and processors to wholesalers, independent and multiple retailers and foodservice operators, we work with businesses to improve their operational effectiveness and assist with beef and lamb product development, marketing and promotion. Visit our website. Twitter. Facebook.