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Press Release   •   Feb 07, 2013 18:30 GMT

Demand for assured, quality beef has remained robust in the wake of ongoing revelations about horsemeat, according to EBLEX.

The organisation said anecdotal evidence from retailers suggested there has not been a significant decline in demand and consumers were increasingly looking for assurance marks when buying products.

Mike Whittemore, head of trade marketing for EBLEX, said: “Anecdotal evidence from both multiple and independent retailers hasn’t indicated any significant adverse reaction from customers in terms of buying fresh meat.

“It has also suggested that consumers are increasingly looking for assurance marks such as Red Tractor and the Quality Standard Mark (QSM) when buying beef products. In that respect demand for assured, quality beef clearly remains robust.

“Provenance of products is important and moving forwards independent auditing, which is already a key requirement of both the Red Tractor and Quality Standard Mark (QSM) assurance schemes, will play a key role in ensuring that consumers have confidence in what they are buying.”


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.

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