Approximately 40 quality assurance labels are in operation throughout the UK, namely for meat, salmon, milk, cereals, eggs, fruit and vegetables. Fresh meat quality labels are the most prevalent, thus requiring consumers to recognize and learn not only about the many nationally organized quality labels, but also the in-house retail labels. This paper identifies the meat purchasing behaviour of consumers and their perceptions, attitudes and knowledge towards the main quality assurance labels. Results indicate consumers' purchase preferences to be more influenced by quality labels co-ordinated by producer-led organizations, and that recognition and knowledge of retail labels are low in comparison. This raises questions regarding the relevance and communication strategies of in-house retail 'quality assurances' to consumers.