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QS-live and the consumer – raising the QS profile
The “QS-live“ campaign underpins the identity
of the QS scheme. The members of the Quality
Assurance Initiative provide “live“ insights into
their life environments and work activities,
supplying content and topics for the “QS-live.de“
Internet platform. The website supplies a varied
programme of information, prize competitions,
downloads and consumer-focused services.
The campaign is rounded off by online cooperation
with third parties (e.g. cooking websites or special
websites for housewives).
What‘s the process?
The centrepiece of the information campaign is
the interactive
www.qs-live.de
platform, where
„real“ people report in an interesting and easy-
to-understand format on their personal efforts to
ensure food safety. In this way, the information
needs of consumers are interlinked with the sharing
of knowledge about the QS scheme. This wide-
ranging infotainment service features a blog as well
as various promotions and prize competitions along
with recipes and product tips.
What‘s it about?
„QS-live. Quality Assurance Initiative“ is an EU-
funded information campaign. It is primarily designed
to target consumers but is also intended for scheme
participants, in particular employees in the food
retail. During the next three years, the Germany-wide
campaign will be providing information on the cross-
stage quality assurance scheme. Topics relating
to quality, safety and hygiene in the production
and marketing of meat, fruit and vegetables are
presented in an attractive and easy-to-understand
format. The members of the „Quality Assurance
Initiative“ represent 130,000 scheme participants.
They provide first-hand information on „their“ stage
in the supply chain. The consumer can see which
inspections take place at various phases in the food
production process and learn how all the parties
involved do their utmost to ensure quality and food
safety.
What‘s the aim?
The aim is to underpin consumer trust in the
seamless quality-secured production process for
foods bearing the QS certification mark and to firmly
establish the mark as a reliable recommendation
for shoppers. A further aim is to increase consumer
awareness for the proper handling of fresh food.
QS-live
Quality assurance initiative
2011/2012
>
June 2004: establishment of QS Fachgesellschaft Geflügel GmbH
The QS Fachgesellschaft Geflügel GmbH is formed in June 2004 in
order to cater more effectively to the specific interests of the poultry
sector. As in the red meat sector, the QS scheme also becomes
rapidly established in this segment of the market.
>
October 2004: founding of the European Meat Alliance
The quality assurance schemes in Denmark, Belgium, the Netherlands
and Germany join forces to form the European Meat Alliance (EMA) to
ensure uniform quality assurance standards for flows of products. The
aim is to facilitate the cross-scheme exchange of goods through mutual
recognition agreements.
QS – Report on 2011 Outlook for 2012