Ed Bedington
A strategy to boost the prospects of the Scottish red meat industry has been outlined by Quality Meat Scotland.
Giving his first address as chairman at a QMS conference this week, Jim Walker outlined the organisation's strategy to help boost the industry.
He said QMS had a pivotal role to play, which involved stimulating demand for Scotch meat, helping to match supply with increasing demand and improving the industry's ability to compete.
"This is all about QMS working with the industry for the good of us all. We need to harness the expertise Scotland has, with the vast reserves of knowledge from individuals, whose businesses make up the Scottish red meat sector." He said his organisation would act as a hub of information, a co-ordinator of best practice, a catalyst for industry development and an umbrella, giving the sector one voice.
The conference highlighted the promotional work QMS is conducting. It said it aimed to build on the continuing success of its Glen TV campaign. The adverts had helped boost awareness of Scotch beef throughout Scotland by 24% in one month alone. Walker said: "I believe the success of the latest Glen advertising campaign indicates we are succeeding in positioning Scotch beef as first choice for consumers."
Walker also said there were encouraging signs of progress being made to differentiate Scotch lamb both at home and abroad. Also, a major campaign was about to begin to promote Scotch pork in Scotland.
The campaign will feature the slogan Don't spoil it ­ Don't foil it' and is currently being test marketed with consumers.
QMS has also brokered a deal with Safeway in Scotland and England in that Scotch red meat will be the only prime meat sold from instore butcheries, Walker announced.
He said it would significantly improve sales of Scotch meat by bringing the product to new consumers.