Chris Wheeler, current Cateys Hotel Chef of the Year and newly appointed AHDB ambassador, and butcher Jim McPhie, led a cooking and butchery class at the launch.
Chris Wheeler says: “At a time where consumers demand for quality, traceability and provenance is at a high, I’m thrilled to have this opportunity to represent the Quality Standard Mark which acts as a consumer guarantee across the retail and foodservice sectors.
“Competition is fierce so it’s great to have something that adds value and differentiates your offer.”
The revamp aims to drive growth in the QSM Beef and Lamb retail market. It will be led by newly appointed quality scheme manager Karl Pendlebury.
Pendlebury, with previous experience with Red Tractor assurance scheme, said: “Consumers are becoming more concerned about where their food comes from.
“There is a great opportunity for retailers and foodservice operators, such as Chris, to drive profits by stocking QSM Beef and Lamb and telling consumers about it.”
Standards for the QSM scheme cover farm assurance and quality assurance through the supply chain, animal age, maturation and care for the environment.