SCOTLAND, UK - Scotch beef and lamb will be promoted across the UK and in five important European markets, thanks to funding from the European Commission (EC).
The EC approved the two year scheme to support activities by Quality Meat Scotland (QMS) to promote Protected Geographical Indication (PGI) Scotch Beef and Scotch Lamb.
The European countries targeted for promotional activities are Denmark, Belgium, Germany, Netherlands and Sweden.
These countries were identified as export priorities following an export strategy review conducted by QMS during 2011.
The promotional activities scheduled for these countries and the UK include design, production of point of sale material, distribution of point of sale material, advertisement and events/public relations.
Uel Morton, Chief Executive of QMS, said: “The key to unlocking this European funding is the Protected Geographical Indication (PGI) status we have for Scotch Beef and Scotch Lamb and the quality standards set out in our assurance schemes are essential for us to maintain that PGI status.
“It is important that our industry is aware of this additional value quality assurance brings and continues to support us with our on-going recruitment campaign to encourage farmers who are not members of our quality assurance schemes to understand their importance to the future of our industry.”
The grant funding amounts to €1.2 million (£861,000).
NFU Scotland Vice President Rob Livesey, a beef farmer from the Scottish Borders said: “This award emphasises the importance of our PGI status, which recognises the unparalleled integrity offered by farm assured livestock, produced and prepared to the very highest standards by dedicated professional farmers and processors in Scotland.
"To fulfil the potential demand that any promotional initiative will create, farmers must do their bit to provide the raw material and processors need to gear up with confidence.
"Promotional campaigns bestowing the benefits of the Scotch brand will be vital in creating wider demand for our beef and lamb and in fulfilling the vision we have for growing Scotland's food and drink sectors.”
TheCattleSite News Desk