QSM hitting the mark with consumers
17/05/06

One year on from its consumer launch, the EBLEX Quality Standard Mark (QSM) is now firmly established as the UK's leading beef and lamb quality scheme, with over 80% of shoppers currently saying they would consider purchasing QSM beef and lamb.

Beefy and Lamby TV campaign

The past year has also seen the start of price segmentation within the English beef market, with the average retail price of 'English beef' 79 pence per kg higher than the average retail price for imported beef for the 12 months to March 2006.

The average retail price of 'English beef' was also 22 pence per kg more than the average retail price for 'home produced' beef during the same period.

EBLEX Chairman John Cross said: "This is encouraging news for English producers, coming as it does on the back of more stable prices for farmers and increasing beef and lamb consumption.

"After just over one year of QSM in the marketplace, it is clear the EBLEX strategy of seeking to differentiate QSM product is starting to take effect.

"Achieving and maintaining that critical retail price differentiation means the red meat supply chain can start to benefit downstream."

Independent media monitoring during the past 12 months has shown the QSM promotional campaign featuring Beefy and Lamby has reached 97.5% of its target consumer audience

The launch of the EBLEX QSM for beef mince in March has also helped drive beef mince sales in retailers and independent outlets. In the four weeks to 26 March, retail volume sales of beef mince had increased by 15.1% on the same period last year, while sales increased by over 24% in independent butchers in England.

During the past 12 months home produced lamb has also increased its share of both value and volume shares in the major retailers. The value of 'home produced' sales has increased by 2.9% and volume sales have increased by 3.5 %.

** Quality Standard beef and lamb is produced to higher standards than required by law from a supply chain which is fully assured and independently inspected. The specification includes characteristics which influence eating quality such as age, seasonality, and where appropriate a minimum maturation period.

The EBLEX Quality Standard Mark was launched to consumers in March 2005, and sought to differentiate Quality Standard beef and lamb in the English market based on a 'provenance plus' strategy.

The QSM for beef mince was launched in March 2006 with EBLEX joining forces with the charity 'SportsAid'

Independent media evaluation found that 97.5 of housewives with children had seen the QSM campaign over 18.3 times during the past 12 months.

In-store research carried out in April showed that 49% of respondents had bought QSM beef or lamb on that day, compared with 28% at the same time in 2005 and that 65% of shoppers considered it important to see the QSM label on pack.

Under the Beef Labelling Regulations 'English beef' is beef born, raised and slaughtered in England. 'Home produced' beef is beef born, reared and slaughtered in the UK.

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