Supermarket buyers will be asked to reconsider the Quality Standard Mark (QSM) for ham as part of a drive to increase the use of the logo.

It comes after market research for the Meat & Livestock Commission found that one in six shoppers thought their supermarket would sacrifice standards for profit.

In Market Tools' online survey of more than 1,000 ham buyers, about three quarters also said the QSM was relevant and valuable to them. But many retailers are missing a trick by failing to put the mark on all their British ham and bacon, according to Richard Lowe, marketing manager at the MLC. "The research shows that consumers are not confused by the mark. And even if only a fraction really do buy more QSM ham, that's still a significant proportion of shoppers, so there is no downside to putting it on packs."

Nearly two-thirds of shoppers in the survey said their trust in the standard of the product they were buying would increase if the pack carried the QSM; 74% said the mark added value by assuring the quality of the ham; and 72% said they would be more likely to buy ham if it had a logo.

But only 40% of those polled believed that all supermarket ham met UK pig welfare standards, although that figure rose to 65% for shoppers at Waitrose and the local butcher.

Lowe added: "What struck me about this research is that, with one or two minor exceptions, customers of all supermarket chains were consistent in their view that the QSM adds value and is relevant to their purchase.

"There is a tendency among some buyers to believe that their stores' customers are happy with the range offered and the way in which it is packaged and displayed; we hope this research will provide food for thought for them."

Morrisons' buyers had been interested by the data, Lowe said, and he plans to meet buyers at the other major supermarkets over the coming weeks.