New Zealand Beef and Lamb Quality Mark

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 our research at retail level showed that while there was a great deal of good quality meat being sold, there was also variability
• Beef + Lamb New Zealand 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