Quality Meat Scotland (QMS) is this month putting Meat with Integrity back at the forefront of consumers’ minds as it relaunches its campaign to raise awareness of the quality and provenance of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork following its huge success in 2019.

The campaign, which first launched on July 29, 2019, will run for four weeks from Monday, January 13, with a primary focus on raising awareness of the Scottish red meat industry’s animal welfare and sustainability credentials which underpin the Scotch brands.

This new phase of the campaign aims to reach more than a million consumers and will be supported by out-of-home advertising at 25 gyms and health clubs throughout Scotland, as well as online video advertising and boosted activity across The Scotch Kitchen’s social media platforms. All promotion will encourage consumers to visit the Meat with Integrity website to learn more about how Scotch meat is produced to some of the highest possible farming and animal welfare standards.

The relaunch will also see the return of some of the stars of the summer campaign, including farmers Hazel McNee, from Angus and Bruce McConnachie from Grantown on Spey who will highlight the pride they take in maintaining our iconic countryside whilst working in harmony with the environment. Fife butcher Tom Courts and Glasgow chef Andrew Docherty will also feature highlighting the provenance, traceability and great quality and taste of the brands.

Lesley Cameron, Director of Marketing and Communications with QMS said: “We are delighted to start off 2020 with our Meat with Integrity campaign – it’s vitally important that we continue to drive consumer awareness the Scottish red meat industry’s exceptional welfare and sustainability credentials.

“With sustainability and animal welfare consistently important factors to consumers when they are buying meat, it’s important that we share the processes behind our brands – demonstrating the Scotch difference.

“We know from our summer campaign that one of the most effective ways to do this is to showcase the individuals behind the brands working tirelessly to create quality Scotch meat. We look forward to sharing their stories once again, so that consumers across the country can buy Scotch Beef, Scotch Lamb and Specially Selected Pork with confidence knowing that it has been produced in Scotland to the highest possible standards.”

For more information on Scotch Lamb, Scotch Beef and Specially Selected Pork including recipes, videos and tips, visit www.scotchkitchen.com or follow Scotch Kitchen on Facebook, Instagram or Twitter.

Additional ‘Meat the Market’ events announced

The next in the series of 'Meat the Market' workshops will be held at Scotbeef, in Bridge of Allan, at the start of next month.

Organised by Quality Meat Scotland (QMS), the practical ‘Meat the Market’ events will highlight the key factors that need to be considered to ensure that their livestock meet target carcase specifications required by processors.

The first meeting on Tuesday, February 4, will focus on cattle selection and the meeting on Wednesday, February 5, will focus on selecting prime lambs.

Although each meeting will focus on different types of stock, both events will explain how market and carcase specifications may differ based on customer requirements. Carcase weights, grading and presentation will also be covered to help farmers maximise their returns and minimise the risk of condemnations and carcase downgrades.

Those who attend Scotbeef will have the valuable opportunity to visit the processing plant to assess stock before and after slaughter to see exactly how the grading process works.

The key speakers at both events will be George Allan and Adrian Crowe from Meat & Livestock Commercial Services Ltd (MLCSL) – a subsidiary of Hallmark Meat Hygiene Ltd., the only independent provider of abattoir authentication and classification services to the British processing industry.

With more than 40 years’ experience working in the industry and with a sheep flock of his own, Mr Allan provides practical training for UK livestock producers in the selection of live animals to meet buyer requirements, and also to those working in abattoirs who need to develop carcase assessment and classification skills.

Places for the workshops on February 4 and 5 will be strictly limited so early booking is recommended to avoid disappointment. Refreshments will be provided. Those wishing to attend these events must be over 18 years of age and provide some photo identification.

To book your place for either event and for further information about the meetings please contact Beth Alexander on 07788927520 or email balexander@qmscotland.co.uk