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EBLEX assurance scheme celebrated by Michelin-starred chef

Eblex | AHDB Beef and Lamb

2 min read Partner content

Michelin-starred chef Nigel Haworth has highlighted the importance of the Quality Standard Mark (QSM) assurance scheme for providing transparency for the quality and provenance of beef and lamb.

In a new video, released by EBLEX, Nigel highlights how the scheme guarantees both eating quality and animal welfare through assured beef and lamb farms across England.

During the video, he visits one of his beef and lamb producer’s farms and discusses the scheme’s strict practices and processing standards, such as animal husbandry, feed, animal age and breed, all of which are central to ensuring a high-quality end product is guaranteed.

The video draws on growing consumer preferences for information on provenance and assurance.  Nigel highlights sourcing through the QSM scheme as a means for shoppers to trust and understand where their meat came from.

Laura Ryan, EBLEX marketing manager for quality schemes, said:

“Last year the QSM scheme celebrated 10 years of providing the highest levels of independently inspected quality assurance for meat in the UK. This new video has come at an ideal time, marking an important anniversary. Having Nigel highlight the advantages the scheme delivers to his business is a further endorsement of the quality and consistency of Quality Standard Mark beef and lamb.

“Critical to the success of the scheme is that the whole supply chain benefits, from the farmer right through to the consumer, and the video really helps to bring this process to life.”

The new video can be viewed on the EBLEX Trade website now.

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