SCOTCH MEAT must be labelled as such – even more so now that question marks are being raised over the future of UK food standards.
That is according to the KeepScotlandTheBrand campaign, which has slammed newly installed Scottish Conservative rural affairs spokesman, Oliver Mundell, for dismissing mislabelled meat as a 'petty, small and trivial' matter unworthy of government attention.
Retail chain Marks and Spencer recently came under ScotGov scrutiny when a batch of Scotch beef hit its shelves under a generic UK label, prompting SNP special adviser Kate Higgins to raise the matter with Quality Meat Scotland, the levy funded body charged with promoting the Scotch meat brands.
M and S responded that the Union flag labelling was probably a 'hangover' from the panic-buying period of March and April, when many multiple retailers simplified their ranges to ensure maximum volumes were processed – but agreed to review its fresh meat labelling in light of the mix up.
Tory farm spokesman Mr Mundell then weighed in to suggest that it was 'jaw-dropping' that a government adviser had taken the time to investigate how the Union flag ended up on a packet of meat.
“It’s an embarrassing reveal of the priorities of the SNP government," said Mr Mundell. "The big issue facing Scotland today is not the labelling of beef in Marks and Spencer. We are fighting a pandemic and 100,000 jobs are at risk.
“I’m incredibly proud of Scottish produce but this is petty, small and trivial. The First Minister should explain if her government endorses this total waste of time.”
While this political jibe earned Mr Mundell some headlines in the mainstream press, KeepScotlandThe Brand was unimpressed with his logic.
"It is jaw-dropping that in a time we are facing potential food shortages because of Covid-19 and Brexit that there are any Scottish politicians who are not wholly behind Scotland's farmers, crofters, and smallholders," said a campaign spokesperson.
"Scotland's farmers, butchers, and vets work hard to ensure the 'Scotch' label is a hallmark of full-life quality, recognised and valued as a premium product both at home and around the world. Generic labelling undermines the decades of work our farmers have put in to making Scotland's name one of the most prestigious there is – our 'Scotch' brand was the first of its kind in the world."
The campaign pointed out that Scotland's farm assured standards offer full-life traceability with animal welfare enshrined in Scots law, unlike 'lesser schemes' elsewhere. 
"Now the Agriculture Bill and the Internal Market Bill going through Westminster will remove Scotland's right to keep our high the food and animal welfare standards," warned KSTB. "Clear food labels give customers confidence. Local provenance is good for global sales. Research repeatedly shows Scotland's name is good for business. 
"Our food and drink sector is of huge importance to Scotland's economy. Why would anyone think it okay to trash a brand which adds significant value to the price farmers get? I find it jaw-dropping Mr Mundell is not taking a stand in support of our agricultural sector in general and his constituents in particular."
QMS chief executive Alan Clarke, commented: “QMS works closely with both retailers and processors to ensure the Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork brands continue to be accurately represented on retail shelves.
“During the pandemic’s peak ‘panic-buying’ period, to ensure availability of product on shelf, Marks and Spencer temporarily labelled some Scotch eligible product as British to maximise packaging volumes and distribution. When we raised with Marks and Spencer that this practice continued after the ‘panic buying’ period had passed, Marks and Spencer immediately reviewed the situation and have committed to resolve the issue as quickly as possible.
“QMS, along with the rest of the Scottish food and drink sector, need to continue to work together to ensure our Scottish products are protected at home and abroad. This includes ensuring the value and recognition of food provenance, quality and the unique standing of our PGIs, including Scotch Beef, Scotch Lamb and Specially Selected Pork.”