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The EBLEX Ltd Quality Standard Scheme is the UK's leading beef and lamb quality assurance scheme, as advertised by the popular Beefy and Lamby characters.
Launched in 2005 by the English Beef and Lamb Executive, the Quality Standard Scheme is based on existing farm and foodchain assurance schemes, such as Assured Food Standards (Red Tractor).
It is currently the only UK scheme for beef and lamb which includes an eating quality requirement. Research has shown that eating quality – namely the tenderness and succulence of meat - is a key issue for consumers.
This is why the Quality Standard Scheme uses the latest scientific knowledge to exclude certain types of animal - based on factors such as age and seasonality - to help ensure consistent eating quality. The specification also includes a minimum maturation period where appropriate.
The Quality Standard Scheme forms an important part of the wider strategy of EBLEX Ltd. It sets out to differentiate quality beef and lamb from commodity product, helping to build a long term, positive business environment for producers and the industry.
EBLEX Beef and Lamb Marketing Strategy
EBLEX QSM Producer Guide July 07
The Quality Standard Scheme currently has over 2,700 members. These include 12 major multiple retailers, wholesalers, caterers, restaurants, pubs and independent butchers. (March 2008 data).
Members receive free Quality Standard Scheme point of sale kits and promotional material at regular intervals each year. Members are independently audited on behalf of EBLEX Ltd to ensure they comply with the scheme’s requirements.
Beef and lamb is eligible to carry the EBLEX Quality Standard Mark if it has been reared on a farm that is a member of a recognised farm assurance scheme (such as those meeting Red Tractor scheme requirements). It must also have been transported and slaughtered through an EBLEX Ltd - approved, fully assured supply chain, which includes assured livestock markets where appropriate. *
Beef and lamb must be born, raised and slaughtered in England to be labelled with the English flag. Beef and lamb which does not meet the ‘England only’ criteria but has a UK provenance can carry the Union flag.
EBLEX Ltd also produces a series of free Tuck-In beef and lamb recipe magazines and point of sale material for use by English independent retailers, butchers and farm shops whether or not they are members of the Quality Standard Scheme.
* From April 2007
