Why have the quality mark?

• The quality of meat cannot be judged solely by its appearance
• Customers today want consistent quality. If a product does not meet their expectations or if the quality is inconsistent, they will switch to something else
• Consumer confidence in beef and lamb and the meat industry is critical. With food safety and animal welfare becoming increasingly prominent issues, traceability and accountability are invaluable to the industry
• For some years the Bureau research at retail level showed that while there was a great deal of good quality meat being sold, there was also variability
• The Bureau's consumer research highlights the fact that consumers are unsure about what meat to buy and how to cook it

The New Zealand Beef and Lamb Quality Mark is a symbol to help customers recognise quality. The Quality Mark label assures customers that the beef and lamb has met high standards of:

• Meat eating quality (including tenderness and leanness)
• Presentation information
• Food safety (microbiological quality)
• Storage and handling
• Animal welfare