QMS welcomes feedback on proposed improvements to cattle & sheep assurance scheme standards

• Cattle and Sheep assurance standards proposed to refine and reduce by around 15%
• Suggested improvements by QMS’s Cattle and Sheep Standards Setting Board aim to make process more straightforward and less time-intensive, whilst maintaining the integrity of the Scotch Beef UK GI and Scotch Lamb UK GI brands
• Recent QMS research shows quality assured products have significant market advantage, with 87% of consumers viewing provenance as a key influencer when purchasing red meat

As part of the Cattle and Sheep Standards Setting Board’s (SSB’s) review, Quality Meat Scotland (QMS) has spent time listening to and engaging with farmers and representatives from across the red meat supply chain on the cattle and sheep assurance scheme standards, which enable businesses to carry the Scotch Beef UK GI and Scotch Lamb UK GI brands.

This first phase - which involved a deep dive into the challenges faced by members and updates required to support the modern red meat sector - highlights the opportunity to refine the standards and reduce any duplication. This streamlining process could see standards reducing by around 15%.

QMS is now inviting members of the Cattle and Sheep Assurance Scheme to review and provide feedback on the proposed changes before they are finalised. The revisions once agreed would take effect from 1 June 2025. These proposed updates- ensure the standards continue to offer strong consumer reassurance in key areas such as animal welfare, food safety, and environmental sustainability.

Chair of the Cattle and Sheep Assurance SSB and QMS Board member, Niall Jeffery, said: “This review is about enhancing our cattle and sheep assurance scheme to make sure our Scotch brands continue to be a strong verification of the highest of quality and standards for customers and consumers, whilst being an efficient and effective process for our hard-working industry members.

“This is about making the standards more refined - adding clarity and reducing duplication whilst maintaining the integrity of our renowned, premium red meat brands. Our recent research shows that with 87% of our target ‘conscious lifestyler’ consumers view provenance as a key factor influencing their red meat purchase decisions. By updating and refining these standards, QMS helps protect the reputation of the brands and ensures they remain competitive in both domestic and international markets.”

Some of the key changes proposed in the review include the following areas:

• Assurance and traceability
• Health planning and animal medicines
• Livestock accommodation and handling facilities
• Feeding and water provision
• Farm biosecurity and cleanliness
• Environmental standards
• Complaints handling procedures

Kathryn Kerr, Head of Brands Integrity at QMS said: “We encourage all scheme members to provide feedback through our dedicated survey, which outlines the proposed changes in detail. The feedback will be reviewed and approved by the SSB, and final recommendations from them will be submitted to the QMS Board for approval. This collaborative approach ensures the revised standards are practical, relevant, and beneficial to the entire supply chain.”

Once agreed, the new standards will be implemented on 1 June 2025, ensuring that QMS continues to uphold its reputation for excellence in quality assurance.

“We are committed to maintaining the integrity of our assurance schemes, and this consultation process is a critical step in making sure we align with industry needs and consumer expectations,” concluded Kathryn.

The survey is open until 5pm on 6 November 2024, and can be accessed via the following link: https://www.surveymonkey.com/r/HWC339Y

For more information, please visit our Frequently Asked Questions via the QMS website or contact brandsintegrity@qmscotland.co.uk

Frequently Asked Questions (FAQ)

1. Why is QMS conducting a review of the standards?

The review ensures that the standards remain relevant, practical, and aligned with evolving industry practices and consumer expectations. By periodically revisiting the standards, QMS aims to streamline processes, incorporate the latest market insights, and continue to offer assurance that Scotch Beef and Scotch Lamb meet the highest quality criteria.

This is about continued assurance of best practices which make our Scotch brands world-renowned, whilst minimising challenges for scheme members so that implementing the necessary requirements is as straightforward as possible.

3. What is the process for this review?

Following a governance review undertaken in 2022, QMS has enhanced the standard setting process to ensure greater transparency and collaboration. As part of this improvement a new step has been introduced where a comprehensive summary of proposed changes, along with underlying rationale, will be circulated to all members before the standards are finalised.

The QMS Standards Setting Board (SSB), which includes farmers, processors, and industry representatives, has conducted a comprehensive review throughout 2024. Following a governance review in 2022, QMS has made some key changes to its standard setting process. This included:

- Increasing the number of independent farmer members on the standard setting body

- Introducing a new consultation step (which we are undertaking just now) to seek views on proposed changes before they go live.

- Introducing a minimum period of 3 months between new standards being shared with members and them going live.

-Additional time spent on assessing impact of changing standards.

4. What are the key changes proposed in this review?

The proposed changes aim to simplify and streamline the current standards while maintaining their integrity. Key areas of focus include:

• Assurance and traceability

• Health planning and animal medicines

• Livestock accommodation and handling facilities

• Feeding and water provision

• Farm biosecurity and cleanliness

• Environmental standards

• Complaints handling procedures

These updates have been designed to reflect best practices and current market demands, while offering clear guidance for implementation.

5. How will these changes benefit the industry?

We have heard directly from and in detail on challenges our industry members face in relation to compliance with our schemes. The updated standards are designed to improve operational efficiency by streamlining compliance requirements, making it easier for members to implement the standards. They will also ensure that Scotland's beef and lamb products continue to meet evolving supply chain and consumer expectations, enhancing the marketability of Scotch Beef and Scotch Lamb both domestically and internationally.

6. When will the new standards take effect?

Once agreed, the new standards will be shared in good time with industry for awareness for implementation from 1 June 2025.

7. How can I provide feedback on the proposed changes?

Feedback from scheme members is vital in shaping the final standards. Members can provide their feedback by completing a short survey, which outlines the key changes. The survey is open until 5pm on 6 November 2024, and can be accessed via the following link: ttps://www.surveymonkey.com/r/HWC339Y

8. What happens after the survey?

After the survey closes, feedback will be reviewed by the Standards Setting Body. Based on the feedback, the final version of the standards will be presented to the QMS Board for approval. The approved standards will then be communicated to scheme members ahead of the implementation date.

9. How does this review impact the Scotch Beef and Scotch Lamb marketing campaigns?

The revised standards will provide a stronger verification and evidence base for the claims made in the Scotch Beef and Scotch Lamb marketing campaigns. This allows QMS to continue promoting these products as premium, high-quality offerings that meet stringent assurance criteria, giving consumers confidence in the brand.

10. Where can I find more information?

For more information about the QMS Cattle & Sheep Assurance Scheme and the standards review process, please visit the QMS Website or contact the QMS team directly at brandsintegrity@qmscotland.co.uk

11. How does this review fit into the UK farm assurance review?

Industry feedback in relation to the independent farm assurance review looking at all farming sectors in the UK will be of general interest to ensure continuous improvement in assurance systems, and we look forward to the findings at the end of this year.

This separate Cattle and Sheep Standards survey is specific to new standards for implementation from 1 June 2025, and a necessary approval step as part of the wider Cattle and Sheep Standards Review in Scotland. It makes sure that there is transparency for members on what’s being proposed to change and why for views, before the standards are finalised.