Red meat bosses have called on retailers to put Quality Standard Mark beef in a sub-category of its own.
English Beef and Lamb Executive chairman John Cross said research showed more than half of English consumers were willing to pay more for Quality Standard Mark beef.
Cross said the industry was suffering from low cattle prices that did not reflect the high level of support from shoppers.
“Our English levy payers have invested heavily in the Quality Standard campaign, both in terms of the advertising commitment and voluntary participation in supply chain assurance, all of which cost to deliver.
“Independent research has shown 53% of England’s shoppers are willing to pay a premium for Quality Standard beef and the majority of those would pay up to 10% more.
“I call on retailers to actively promote Quality Standard beef by developing separate space on shelves. Help shoppers make positive, informed choices.”