By QMS Chief Executive Alan Clarke,

Our wish list is:

• A profitable Scottish red meat supply chain that is confident in investing in its future;

• Continued industry collaboration on issues that impact on the whole sector;

• Consumers consciously buy and source more local and sustainable Scotch Beef, Scotch Lamb and Specially Selected Pork as an essential part of a balanced diet and all Scotland’s retailers, butchers and chefs commit to stocking it.

QMS’s 2022 resolutions are:

To support the Scottish red meat sector:

Provide quality assurance that offers total confidence to customers and consumers in domestic and world markets;

Provide respected economic and market data to be used for effective future decision making.

To develop the sector:

Work to maximise the performance of Scotland’s livestock herd, with a focus on net zero targets and enhancing consistency of eating quality;

Design and deliver a Monitor Farm programme that underpins sustainable red meat production practice.

To promote the sector:

Market locally and globally the Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork brands that are recognised across the world as some of the most sustainably produced red meat;

Increase the work of the QMS Health and Education team to reach children and adults to embed the benefits of a healthy balanced diet and sustainable farming practices.

To protect the sector, through:

Creating key positive messages that can be used by key stakeholders and consumer influencers;

Counteracting negative publicity.