Nigel Haworth promotes Eblex QSM scheme

Haworth, co-founder of the Michelin-starred Northcote Hotel and the Ribble Valley Inns pub chain, is an ambassador of the QSM scheme.

In the video, he visits his beef and lamb producer to discuss the strict practices and standards laid out by the scheme including animal husbandry, feed, veterinary care, and animal age and breed.

“It doesn’t matter how good a cook or chef you are, it’s all about the quality of the products and ingredients you’re using - Quality Standard Mark beef and lamb is a fantastic food story that starts on the farm,” he said.

"Consumers want to know where their beef and lamb comes from and where it has been farmed. Sourcing through the QSM scheme means that consumers can trust beef and lamb which carries the Mark.”

The QSM Scheme was launched in 2004 and provides one of the highest levels of independently inspected quality assurance for meat in the UK.

Laura Ryan, EBLEX marketing manager (Quality Schemes), said: “We’re very excited about our new video – having a Michelin starred chef, such as Nigel, highlights the advantages the scheme delivers to his business, is a true endorsement of the quality and consistency of Quality Standard Mark beef and lamb.

“Critical to the success of the scheme is that the whole supply chain benefits, from the farmer right through to the consumer, and the video really helps to bring this process to life.”