Meat retailers should look beyond the drive for efficiencies and pay closer attention to the quality message behind the English Beef and Lamb Executive’s Quality Standard Mark advertising campaign, according to Eblex chief executive Richard Ali.
Ali, speaking at last weekend’s Association of Independent Meat Suppliers annual conference, said: “It’s not all about efficiency. Everyone is doing that, throughout the EU and further afield.”
Consumers had to be convinced of the eating quality of English beef and lamb, he claimed. Retailers should do more to help consumers put the meat they buy into a “food context”. Labelling played a part, but retailers were aware that it was not the only means of influencing consumers, he said.
“Without context, choice can remain naïve and blurred. By developing dedicated areas in-store for Quality Standard beef and lamb, we believe progressive retailers can help shoppers make informed choices.”