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Industry Urged to Back “Meat with Integrity” Campaign

Katrina Kennedy pictured with cattle on the family farm in Highland Perthshire. Katrina was one of the farmers who supported QMS’s recent “Know Your Beef” campaign.

People who work in Scotland’s beef, lamb and pork industry are being urged to take part in a brand new “Meat with Integrity” marketing and public relations campaign being launched by Quality Meat Scotland (QMS) in the coming months.

QMS is enlisting the help of farmers, crofters and others working in the industry to act as the faces of the new campaign which aims to raise awareness of the industry’s animal welfare and sustainability credentials.

This exciting, fully integrated initiative due to launch this summer, will be focused on promoting Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork in a campaign covering all three brands.

“The aim of ‘Meat with Integrity’ is to drive consumer awareness of the Scottish red meat industry’s exceptional credentials,” said Carol McLaren, Marketing and Communications Director with Quality Meat Scotland.

“The campaign will also highlight our industry’s world-renowned quality assurance schemes which cover the entire production process, including farms, hauliers, feed companies, auction markets and processors. It will also aim to increase public awareness of the heritage and expertise in the industry and the importance of animal welfare and wellbeing.”

QMS is currently looking for farmers and crofters who could support as the “faces” of the campaign. They are also keen to hear from others - from auctioneers to hauliers and processors to butchers and chefs - willing to get involved with the marketing and PR activity. This will range from photography and short films to being social media influencers actively helping to cascade the positive stories the industry has to offer.

“We were hugely encouraged by the support we received from producers who helped us with PR behind our recent “Scotch Lamb, Naturally”, “Go Places with Pork” and “Know Your Beef” campaigns.

“This support can make a huge difference to what we can achieve and we are hoping that we can build on that for this brand new “Meat with Integrity” campaign,” added Ms McLaren.

QMS is also encouraging producers to get behind initiatives it supports which build on consumer understanding about the red meat industry, such as LEAF Open Farm Sunday and the excellent work of the Royal Highland Education Trust.

Farmers and others interested in getting involved in the new campaign should email info@qmscotland.co.uk for more information.