Shoppers prepared to pay more for meat with EBLEX QSM

- Published: 05 January, 2006

Increasing numbers of shoppers are recognising the EBLEX Quality Standard Mark (QSM), according to an EBLEX survey.

Conducted by Forum Qualitative and published by EBLEX, the survey showed that, less than two years on from the consumer launch of the QSM, 58% of shoppers interviewed claimed to recognise it from a basket of food and non-food logos - an increase of 8% on last year. The same survey showed that 68% of respondents associated the QSM logo with either 'good quality' or 'quality assurance standards', and 54% said they would be willing to pay more for QSM beef and lamb. Also, 88% of those questioned were aware of the Beefy and Lamby TV advertising campaign.