How does a superior quality sign guarantee the quality of lamb meat? The Label Rouge case

•The engagements analysed guarantee sensory and image quality attributes.•The case study concerns both dairy and suckler flocks.•The lamb promoted by the superior quality sign is, above all, a stall-fed lamb.•There are tensions between the different meat quality attributes.•The image attribute of quality is broad and could be refined for further analysis. Owing to the social, environmental and health changes in Europe, meat quality is becoming a critical issue for the long-term future of livestock farming. Label Rouge (LR) is a quality label owned by the French government that identifies food products produced inside or outside the European Union. This label guarantees the superior quality of a product compared with a standard product. This superior quality is guaranteed throughout the production process by specifications negotiated between the Institut National de l’Origine et de la Qualité (INAO) and operators in the sector. These specifications comprise two documents: first, common production conditions that apply to all specifications in a sector, and second, a book of specifications (BoSs). These two documents, which form the qualification mechanism, are divided into several parts: product name, product description, traceability, production method, labelling and the main control points. This study aims to understand how the LR defines lamb meat quality in the 11 existing BoSs using the seven dimensions of quality of animal-source foods (nutritional, sensory, commercial, technological, safety, convenience and image). We performed a computerised qualitative transversal analysis of the commitments associated with the production method and description of the product. This analysis was enriched by five semi-structured interviews with INAO members. We show that although LR is committed to all aspects of lamb meat quality, the sensory, image and carcass commercial quality attributes are predominant. However, the image attribute of quality is so ubiquitous that it required refinement to provide a better understanding of the construction of quality in terms of its environmental, ethical and cultural components.