More than three quarters of Scots believe Scotch beef is the best available, according to a new survey.
Research by Quality Meat Scotland was unveiled by new chief executive Jan Polley at the Fife Farming conference.
She said: "We are delighted to see hard evidence that increasing numbers of people recognise the Scotch beef brand and consider it the best available on the shelves."
According to the survey, 78% believe the beef to be the best and a further 78% believe Scotch beef is produced to the highest standards.