Provision of retailer in-store observational 'Country of Origin'

As part of the delivery of support services to the branded operating divisions, AHDB Market Intelligence (MI) is required to carry out in-store observational audits across retailers. The need for in-store observational audits came about following an investigation into whether information on country of origin and presence of quality marks on red meat packs could be obtained from retailers directly or provided through existing subscriptions to quantitative consumer panel research. In 2010 AHDB MI, through the services of an external research provider, introduced an in-store observational audit for pork (PORK WATCH), and an in-store observational audit for beef and lamb (BEEF AND LAMB WATCH). Over the last few years, these audits have been conducted at time critical periods throughout the calendar year across a sample of 150 stores stratified by region and store size. The total sample has remained consistent across collections, though the specific location of stores remained confidential to the external research provider and is not known to AHDB. The contract is for 2 years with the option to extend for a further 12 months.

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