Butchers trading on stamp of confidence.
The National Association of Catering Butchers (NACB) unveiled the benchmark on Monday at the Hospitality 99 trade show.
Aubrey Allen managing director Peter Allen, a director of the association, believes this quality stamp takes confidence in the industry to a new level in the wake of the "mad cow: disease crisis.
The stamp will enable retailers to trace exactly where the meat has come from, from birth to slaughter - giving a complete log of the animal's history.
Mr Allen said: ``In the past 10 years, the NACB has introduced hygiene standards that are now unprecedented in any industry. The assurance scheme will operate to ensure the highest standards throughout the whole chain of production and processing, guaranteeing quality.
``Feed manufacturers, hauliers, wholesalers and auctioneers will be working to set codes of practice to ensure no link in the chain goes un-monitored.''
He added: ``It is in the best interest of the industry to ensure that it has a positive image.
"Customers want peace of mind about the quality of the meat they purchase.
``In turn, caterers are demanding to know more, not only about the meat they buy, but of the farming environment within which the animals are reared.''