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Scottish farmers were today celebrating the launch of a new campaign - ‘Behind the Label’ - developed by Quality Meat Scotland.

Farmers from across Scotland arrived into the city by tractor and were joined by Miss UK, Katherine Brown - QMS’s healthy eating ambassador - as they unveiled a huge billboard poster starring over 100 farmers which will this week debut across the country.

The campaign aims to improve consumers’ understanding of the quality, welfare and traceability behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands.

Quality Meat Scotland today launched a national initiative to encourage home economics and hospitality pupils to cook healthy dishes with quality Scottish produce.

The Meat Voucher Scheme has been developed by Quality Meat Scotland to ensure tight budgets do not result in teachers in many Scottish schools being unable to afford fresh red meat products for use in cookery lessons.

Thousands of Tayside foodies flocked to this year’s Scotch Lamb-supported Dundee Flower and Food festival for a showcase of the best of Scotland’s produce. Scotch Lamb was one of the main sponsors at the three day festival, held over the weekend at Dundee’s Camperdown Country Park.

Quality Meat Scotland healthy eating ambassador, Miss UK and former Miss Scotland, Katharine Brown joined acclaimed TV chefs The Hairy Bikers during their Saturday demonstration to a packed out audience.

A £250,000 campaign aimed at communicating the seasonal succulence of Scotch Lamb in autumn is being launched by Quality Meat Scotland.

This year’s Scotch Lamb Festival will feature the successful “Scotch Lamb - It’s Hot This Autumn” advertising depicting eye-catching autumn leaves under sizzling platters of Scotch Lamb in billboard, bus shelter and print advertising.

A range of new initiatives will also form part of this campaign the launch of which coincides with Scottish Food Fortnight.

The enthusiasm of those involved in the Scottish red meat chain to embrace new technology augurs well for the future of the industry, according to Donald Biggar, Chairman of Quality Meat Scotland.

Speaking at the launch of QMS’s Annual Review 2009/10 Mr Biggar said there were many examples of the technology developed in recent projects being readily adopted by the industry.

“The good news is this is making a real difference to both the bottom line and sustainability at a time when our industry’s green credentials are under intense scrutiny.”

Livestock farmers are being urged to consider opportunities to make the most of different options for bedding their animals this winter.

With straw prices escalating, Quality Meat Scotland has produced a booklet to help farmers optimise bedding use and consider the wide range of alternative products available to Scottish livestock producers.

An Aberdeenshire sheep producer told farmers attending a recent monitor farm meeting that EID can deter rustlers as well as offerin productivity and paperwork reduction benefits.

Aberdeenshire sheep farmer Roddy Scarborough from Huntly, has been successfully using EID in his flock of 1600 ewes and 300 hoggs for five years. At a recent meeting of the Moray and Nairn Monitor Farm, part of the programme run by Quality Meat Scotland, he encouraged the community group to think positively about sheep EID.


One of Scotland’s most iconic food brands, Scotch Lamb, is this year backing the Dundee Flower and Food Festival for the first time.

Around 23,000 visitors are expected to attend the three-day Festival, which also marks the beginning of Scottish Food & Drink Fortnight and heralds the start of Scotch Lamb’s main season.

Scotch Lamb is joining an impressive line-up of sponsors and top chefs supporting the Festival held at Dundee’s Camperdown Country Park from September 3rd – 5th.