SCOTCH Lamb has been high profile at a major international tradeshow, SIAL, held this week in Montreal.
SIAL ran over three days from May 2 to May 4 and attracted more than 850 national and international exhibitors from 50 countries, welcoming more than 15,000 buyers from Canada, the US and 60 other countries. The event caters to delegates looking to supply retail outlets, food service or the food processing industry.
Quality Meat Scotland (QMS) has exhibited at SIAL in the past in Paris and Toronto, however this year they joined forces with AHDB and HCC Meat Promotion Wales. The three countries shared a joint stand showcasing premium red meat products from England, Scotland and Wales as part of a UK initiative to support exports.
At the event this week, QMS’s focus was promoting Scotch Lamb with its Protected Geographical Indication (PGI) status to potential buyers, along with the guarantees of quality assurance, provenance and welfare that underpin the brands.
For the show, QMS also partnered with Seafood Scotland sharing the best Scottish fayre with food lovers across the world.
The event saw two of Scotland’s largest food organisations jointly fronting the exciting ‘surf and turf’ initiative which was also supported by Scottish Development International (SDI).
Key buyers were served the ultimate Scottish ingredient combo, Scotch Lamb and some of the world finest seafood at a high profile international dinner.
A new ‘Scotch surf and turf’ publication was also launched. This contains a selection of recipes from canapes to main dishes with each recipe crafted to showcase the quality produce that Scotland’s natural environment can produce.
Laurent Vernet, director of strategic engagement with QMS, attended the show and said the market in Canada offers significant potential for Scotch Lamb sales growth in the coming years.
“Canadian consumers have a genuine appetite for quality natural lamb produced with traditional grass fed and extensive methods, so SIAL Canada is a fantastic opportunity for us to meet with buyers, reinforce the key messaging and secure trade for our exceptional brands with a specific focus on Scotch Lamb,” said Mr Vernet.
“Montreal is known as the food capital of Canada and we are delighted to be joining forces with Seafood Scotland. 
“We will use the opportunity of the trade exhibition to promote the best of Scotland’s natural larder, creating export opportunities for the outstanding produce from Scotland’s land and sea,” he added.
Clare MacDougall, trade marketing manager at Seafood Scotland said: “The innovative pairing of lamb and seafood featured at the SIAL Canada event will form part of an ongoing partnership with QMS that will see us promoting Scotch surf and turf on an international stage from North America to Asia over the coming months.”
The presence at SIAL Montreal, as well as other international trade shows and activities, is funded by the £2m fund of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – AHDB, HCC and QMS.
The ring-fenced fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at point of slaughter in England, for animals which have been reared in Scotland or Wales.