The importance of good communications between the different parts of the red meat industry was emphasised today (May 17th 2016) by Uel Morton, Chief Executive of Quality Meat Scotland (QMS).
Welcoming around 140 delegates to QMS’s “Rising to the Challenges” conference at Airth, Mr Morton highlighted the value of open-ness and two-way communication.
“This flow of communication and transparency is vital to set the scene for a sustainable industry which is willing to change, rise to the challenges and respond to the opportunities in a changing marketplace,” said Mr Morton.
He also pointed out the importance of recognising the value which is added by each link of the red meat chain, from one end to the other.
“For this value to be maximised for everyone’s benefit it is important there is a willingness to listen, understand and work closely with the other parts of the chain,” said Mr Morton.
“It is well recognised that the most successful value chains are those where recognition is given to the value being added and the rewards shared accordingly.”
Addressing delegates at the start of a full programme of speakers covering the challenges and opportunities faced by those working in different parts of the industry, Mr Morton said this was a period of very significant change.
“I think we all recognise that we’re operating in a time of unprecedented change for the livestock industry,” Mr Morton observed. He said this era of change was one in which the value of QMS’s role is particularly clear.
“This is the third industry conference we have hosted in Scotland in the past six months including a successful pig conference in November and a marketing conference in January.
“This was aimed at the processing and retail sectors and looked at opportunities for the industry’s brands – Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork - as a result of changing retail and consumer trends.”
Mr Morton also highlighted the fact that the industry development team at QMS delivers an important and wide-ranging workload using what is only a relatively modest amount - around 20% - of QMS’s total spend.
“The vast majority of our spend, more than 70%, is targeted at consumer-facing activity such as the marketing campaigns behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands,” he reminded the audience.