M&S launches new beef traceability campaign in UK
As highlighted in the campaign, M&S is the only national retailer in the UK that can trace every piece of beef it sells – whether it’s in a prepared meal, a sandwich or a prime cut – all the way back to every farm and animal from which it is sourced.
The “We trace it, so you can trust it” campaign is backed by DNA sampling provided by Dublin-based tech company Identigen. Thousands of tests are carried out every year to check that M&S’ unique standards are being followed.
And in support of British farming, the ads also carry a Union Jack flag highlighting to customers that every piece of M&S beef is British.
M&S uses DNA sampling to trace its beef back to every farm and animal. A sample is taken from every animal from every farm that supplies M&S and its suppliers. Thousands of tests are carried out every year on products taken at random from M&S stores and warehouses. The tests check that beef is moving through the supply chain – from farm, to abattoir to processor and to store – correctly and that M&S standards are being followed.
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