EBLEX and BPEX are running a national press advertising campaign to protect consumer confidence in assured fresh meat amid ongoing revelations about horse meat.
Half page adverts highlighting the traceability and provenance of fresh beef,
lamb, pork and bacon bearing the Red Tractor and Quality Standard Mark (QSM)
assurance scheme labels will appear in all national newspapers on Saturday,
February 16. A further advert will run in the Evening Standard on Monday,
Anecdotal evidence from retailers has suggested that consumer demand for
assured fresh meat has remained robust during the horse meat scandal and
consumers are increasingly looking for assurance marks when buying meat
products. A Kantar poll also revealed that 20 per cent of consumers have
indicated that they would buy more fresh meat and 13 per cent would buy more
locally sourced meat.
Karen Hughes, interim head of marketing for BPEX, said: “We know that from
the anecdotal evidence we are hearing from multiple and independent retailers
that consumer confidence in fresh meat is still strong.
“Our advertising reiterates that by looking for the Red Tractor assurance
marks on packs of pork and bacon, consumers can rest assured that what they are
buying is fully traceable.
“Provenance of products is important for our consumers and independent
auditing, which is already a key requirement of the Red Tractor scheme, will be
central to ensuring consumer confidence.”
BPEX is the organisation for pig levy payers in England and is a division of
the Agriculture and Horticulture Development Board (AHDB).