A new strategy to support the development of a sustainable, professional, resilient and profitable Scottish red meat industry, has been unveiled by Quality Meat Scotland (QMS) for the five-year period to 2023.

This strategy is closely aligned with the Scottish Government’s economic strategy of increasing sustainable economic growth and the next phase of Scotland’s National Food and Drink Policy – Becoming a Good Food Nation as well as Scotland Food and Drink’s “Ambition 2030” vision.

“What we now have is a strategy which will position the organisation well to deliver strongly during the next five years, which are certain to be a time of unprecedented change,” said Alan Clarke, chief executive of QMS.

The new strategy features four very clear key aims which include building the Scotch Beef PGI, Scotch Lamb PGI and Specially Pork brands through quality assurance and effective marketing and communications with consumers. More than 70% of QMS’s external levy spend is on consumer-facing activity.

Another key aim is to support the sustainable growth of the industry through strategic engagement with key stakeholders, supply chain collaboration and cascade of key market information.

The third is to develop capability and capacity in the Scottish red meat industry through training and education initiatives which attract, motivate and develop the workforce.

Finally, the levy body aims to deliver professional services which support the continued growth of a resilient, professional Scottish red meat industry able to grasp opportunities and meet

“Our vision, developed as part of our strategic review, is to be valued by our key stakeholders as a business support organisation which delivers strongly for the Scottish red meat industry as it continues to build a global reputation for animal welfare, quality assurance and integrity,” concluded Mr Clarke.