Roaring trade for British quality mark The Lion Quality Mark has started to pay an early dividend for the British egg industry: far from damaging egg sales, the Belgian dioxin crisis has boosted sales of Lion eggs in UK supermarkets. One egg packer reported record sales last week, even though it was a four day bank holiday week. Advertising by the British Egg Industry Council in The Daily Telegraph, Daily Mail and The Sun has reminded UK consumers that the Lion Quality mark guarantees the traceability of British eggs, hens and feed. "Lion eggs can only be packed by registered firms ­ and we have no registered suppliers abroad," said BEIC chairman Andrew Parker. The Lion regulations specifically forbid repacking eggs from any producers who are not registered with the Lion Quality mark scheme. The quality assurance scheme has been instrumental in organising a £4m vaccination project and a further £4m advertising budget to inform the British public of its standards and traceability. {{PROVISIONS }}