AHDB Beef & Lamb has revamped the Quality Standard Mark (QSM) scheme alongside a new team of ambassadors.

The new look and ambassador team, which includes chef and Great British Menu contestant Chef Wheeler, aims to drive growth in the market and increase engagement across the supply chain.

The QSM scheme revamp will mean more “modern and uniform” branding across marketing materials and online.

This comes as an AHDB YouGov survey found 51 per cent of people believe meat with a quality assurance mark is worth paying more for.

Chris, who is also the executive chef at Stoke Park, Buckinghamshire said: “At a time where consumer's 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.

Newly appointed Quality Scheme manager, Karl Pendlebury, said: “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.

“Factors like quality, taste, food safety and animal welfare are increasingly influencing consumer purchasing decisions, and consumers are looking for these assurances on both packaging and menus. The QSM Scheme is an easy way to give them what they want.”