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Demand for beef ‘robust’ despite horse meat scandal

By Mike Stones , 11-Feb-2013
Last updated on 11-Feb-2013 at 17:51 GMT2013-02-11T17:51:13Z

Signs of confidence: consumers want quality-assured British meat

Signs of confidence: consumers want quality-assured British meat

Consumers’ appetite for assured, quality beef has remained “robust”, despite the horse meat scandal , says the English Beef and Lamb Executive (EBLEX).

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.

Looking for assurance marks

“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.”

Whittemore added that independent auditing − which is a key requirement of both the Red Tractor and QSM assurance schemes − will play a key role in ensuring “consumers have confidence in what they are buying”.

Leading politicians and farmers’ leaders warned last week the crisis threatened to undermine consumers’ confidence in British meat.

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