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    Posted 28 April 2003

    QUALITY ASSURANCE SCHEMES must be tied in to consumers ‘self interests’ if they are to be successful, according to a leading industry commentator.

    Martin Hingley, who is Principal Lecturer in Marketing at Harper Adams University College, Shropshire, and the current Tesco Fellow, believes there are real marketing benefits for producers and retailers who can link quality assurance into the ‘me and mine’ issues, such as taste and price, that are of most concern to consumers.

    Speaking at a meeting of the Chartered Institute of Marketing’s Agri-food Industry Marketing Group in Belfast next week, Mr Hingley will question whether the consumer’s interest in issues such as animal welfare and fair trade are currently reflected in their buying habits.

    Instead he points to the successful marketing of items, such as ‘filtered’ milk and allergen free products, which have tied quality assurance into tangible benefits as a future direction for the incorporation of QA to the value mix.

    Mr Hingley will give his address, entitled ‘Quality Assurance – A Marketing Perspective’ in the Ramada Hotel, Belfast, at 6.30pm on Wednesday, April 30, 2003.


    Notes to Editors:

    · Members of the press are welcome to attend. Please contact Ivan Bond on 028 9334 0455.

    · Martin Hingley’s background is in research and training within the food industry. In addition to his duties as Tesco Fellow and his work at Harper Adams University College, he was recently appointed Food & Drink Higher Education Cluster Manager for Advantage West Midlands.

    · Harper Adams University College, Shropshire, offers an extensive suite of degrees at undergraduate and postgraduate level, including Food Retail Management. Further information is available from the Press Office on +44 (0) 1952 815 371.

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