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
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
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.
Million Boost For Beef
Taste Of The Orient - BPEX
to establish post-export price levels for prime cattle