AHDB BEEF & LAMB TRADE MARKETING

ENHANCED QUALITY STANDARD MARK FOR BEEF AND LAMB UNDERPINS ‘EXCELLENCE’ IN FOODSERVICE

Press release   •   May 23, 2012 12:00 BST

EBLEX recently announced it will be strengthening the scheme specifications for Quality Standard Mark beef and lamb, which will generate better returns for the foodservice industry and the wider supply chain.

The new, enhanced, specifications which come into effect from 6 August will cover animal age, carcase classifications and maturation, which combine to guarantee eating quality, thereby providing a scheme which has one of the highest levels of independently inspected quality assurance for meat in the United Kingdom.

Catering butchers and caterers will appreciate greater yields and reduced waste and will be able to fully maximise profitability from the carcase. Not only that, the new Quality Standard Mark Scheme specifications meet consumer demands relating to eating quality and consistency. This will enhance consumer confidence in beef and lamb, encouraging a purchasing preference when they are dining out.

Nigel Haworth, Michelin starred chef and Quality Standard Mark Scheme ambassador, said: “Inconsistencies in the eating quality of beef and lamb are negative for consumers and something my customers will not tolerate. The new standards brought in by the Quality Standard Mark are very exciting and are welcomed.”

In Pursuit of ‘Excellence’ - New Recipe Book and Chefs Guide to Quality Standard Mark Beef and Lamb

To coincide with the launch of the recently enhanced Quality Standard Mark Scheme, EBLEX has produced a new recipe book and guide for chefs, which clearly sets out the new specifications.

Entitled ‘Excellence’, the guide details the procedures and standards behind the scheme and describes how sourcing Quality Standard Mark beef and lamb can add real value to a caterer’s business, protecting their own reputation and that of their business.

The scheme standards begin on farm and Excellence details the farming heritage that underpins the Quality Standard Mark. It goes on to examine the diversity of the beef and sheep industry in the UK, the importance of seasonality and speciality regional breeds. The book also gives an overview of the current market for beef and lamb, along with information on the importance of the standards required by all abattoirs and butchers in the supply chain.

Excellence also includes a detailed analysis of the Halal market, as well a section on innovative cuts and the research and development behind the creation of them using seam butchery techniques, which help to maximise yield and carcase value.

Chefs will be inspired by the collection of beef and lamb recipes included in the book. Lisa Allen, Anthony Demetre, Johan Segers, Andrea Berton, Flora Mikula and David Zuddas make up the impressive line up of Michelin starred chefs from across Europe who have contributed to EBLEX’s latest publication.

Hugh Judd, foodservice project manager for EBLEX, said: “We produced Excellence to inspire and educate caterers - and to demonstrate the dedication and passion inherent in the beef and lamb industry at every stage of the supply chain. It provides a comprehensive guide to the new enhanced Quality Standard Mark Scheme, outlining everything that is unique about the scheme and setting out why chefs should be specifying Quality Standard beef and lamb when purchasing from their suppliers.

“To guarantee the consistently high quality dishes that customers expect, caterers need to work with high quality ingredients. The enhanced specifications for Quality Standard Mark beef and lamb not only give caterers confidence in the dishes they are producing, but also protect their reputation and that of their business.

Excellence also showcases the work that EBLEX has done - and continues to do - to introduce new cuts, not only to diversify menus but also help scheme members maximise profitability and differentiation from the competition.

“And it includes eight inspiring recipes from the contributing chefs, all of whom share the same passion for excellence. I am delighted that they agreed to lend their endorsement to this book and promote the merits of the Quality Standard Mark Scheme. Their recipes clearly demonstrate the versatility of Quality Standard Mark beef and lamb and I would like to thank each of them for their contribution.”

Copies of Excellence are available free of charge to members of the Quality Standard Mark Scheme, and catering butchers who are members of the scheme are welcome to pass the guide on to their foodservice customers. For further information visit www.eblextrade.co.uk or call the Hotline: 0845 491 8787. 

ENDS

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.