Leaflets urging consumers to read the label on meat products are being sent out across Scotland.

The initiative by Quality Meat Scotland will see 40,000 leaflets dispatched to businesses across the country to help consumers tell at a glance if the beef they are buying is Scotch.

Chairman Jim Walker said: “We want to galvanise many thousands of firms to support us in our drive to promote Scotch ahead of imports.”

UK import figures for the period Jan/July 2003 show almost 150,000 tonnes of beef and veal were imported, an increase of 20,000 tonnes on the same period a year before.