QMS enjoys success at Royal Highland Show

Over four busy days at Ingliston, the organisation’s stand became a focal point for farmers, processors, butchers, chefs, retailers, young farmers and consumers, all brought together by a shared commitment to the future of Scotch Beef, Scotch Lamb and Prime Scottish Pork.

Against the backdrop of one of the best-attended Royal Highland Shows in recent years, QMS used the event to highlight the people and production systems behind Scotland’s iconic blue-label brands. Its presence was built around the “When You Know, You Know” campaign, which seeks to strengthen consumer understanding of the provenance, traceability and welfare standards that underpin Scottish red meat production.

The Show also provided an opportunity for QMS to share the latest findings from its Meating Our Potential work, which identifies significant opportunities for growth within Scotland’s red meat sector. The data underlines the economic contribution of livestock farming and processing, while reinforcing the importance of maintaining domestic production capacity to meet demand for locally produced food.

A key moment during the week came at QMS’s Thursday Breakfast Briefing, which attracted senior political figures including First Minister John Swinney, Agriculture Minister Jim Fairlie and Cabinet Secretary for Climate Action and Rural Affairs Gillian Martin.

Addressing industry representatives, the First Minister acknowledged the role QMS plays in promoting Scotland’s red meat sector and recognised recent work surrounding the launch of the Prime Scottish Pork brand. He also reiterated the Scottish Government’s commitment to supporting livestock production as part of a sustainable agricultural future.

The engagement was welcomed by many within the industry, who continue to emphasise the vital role livestock farming plays in maintaining rural economies, supporting jobs and producing high-quality food.

Across the showground, QMS worked closely with retail partners to showcase the versatility and quality of Scottish red meat products to consumers.

At the Lidl stand, visitors were treated to Farm to Fork demonstrations focusing on steak cuts and cooking techniques, helping bridge the gap between food production and consumption. Weekend cook-off events featuring Eadie Manson and Scott Lyall of Fife College, alongside professional rugby players from Scotland’s elite clubs, added an entertaining dimension while promoting the Scotch brands.

The popular High Steaks quiz, delivered in partnership with Make It Scotch, also drew crowds eager to test their knowledge of Scotland’s red meat sector and learn more about the products carrying the Scotch labels.

Food and craftsmanship were central themes throughout the Show, with the Food for Thought Cookery Theatre in Scotland’s Larder providing a platform for some of Scotland’s emerging culinary and butchery talent.

Supported by The Scotch Butchers Club, Scotch Beef Club and Native Hebridean Salmon, the theatre hosted a series of demonstrations featuring William Rocks, George Hayward, Kyle Lorimer-Kay, Ryan Murphy, Joseph Burgess, James Mitchell, Ryan Tierney and David Millar.

Each session highlighted the value of local sourcing, skilled butchery and quality ingredients, while demonstrating the many ways Scottish produce can be transformed into dishes that appeal to modern consumers.

Education and public engagement also remained high on the agenda. Through activities at the RHET Discovery Centre, families and school groups were encouraged to learn more about farming and food production through interactive games and hands-on learning experiences.

QMS staff engaged with young visitors throughout the event, helping explain the journey from farm to plate and the nutritional benefits of red meat as part of a balanced diet.

The organisation also used the Show as an opportunity to support rural charities. Visitors to the QMS stand were invited to donate in exchange for limited-edition Royal Highland Show t-shirts, with proceeds supporting both RSABI and the SAYFC Big Build campaign. The final fundraising total is expected to be announced in the coming days.

Reflecting on the four-day event, QMS said the Show once again demonstrated the strength and resilience of Scotland’s red meat sector. By bringing together producers, processors, retailers and consumers, the organisation believes the event helped strengthen understanding of the standards, care and commitment that sit behind Scotch Beef, Scotch Lamb and Prime Scottish Pork.

With ongoing challenges facing agriculture, the message from Ingliston was clear: Scotland’s livestock sector remains a cornerstone of the rural economy and continues to play a vital role in producing food that consumers can trust.