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Promoting Scotch Lamb
14th May 2019
Rural Affairs Minister Mairi Gougeon has announced £200,000 of new funding to support Quality Meat Scotland to promote Scotch Lamb PGI.
Speaking during a parliamentary statement on supporting the sheep industry, Ms Gougeon said:
“Our food and drink sector plays a significant and growing part in Scotland’s economy, so it is vital that we support the promotion of our premium produce at home and abroad.
“I want more people in Scotland and across the wider UK to buy more Scotch Lamb. Last year, we gave Quality Meat Scotland £200,000 to support its marketing campaign to promote Scotch Lamb, which saw a 27% increase in spend per buyer on lamb and a 20% increase in volume purchased per buyer during the promotional period.
“So, building on that success, I am delighted to announce that this government will provide Quality Meat Scotland with an additional £200,000 to support marketing activity in the coming year.
“The funding will help to encourage more of us to include high quality Scotch Lamb in our weekly shopping basket. It also sends a strong signal about how this government supports our sheep farming sector now and in the future. ”
Alan Clarke, Chief Executive of Quality Meat Scotland, said:
“This funding is fantastic news for the whole sheep industry and sends a clear signal of confidence in Scotch Lamb PGI as a tasty, nutritious ingredient at the heart of Scotland’s natural larder.
“Scotch Lamb is underpinned by whole-chain quality assurance which makes animal welfare standards a priority and the additional funding will allow us to build on the success of our 2018 Scotch Lamb marketing and public relations campaign – “Scotch Lamb, Naturally”.