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Consumer Confusion: Scotch or Scottish?

18 November 2008

SCOTLAND, UK - Quality Meat Scotland, the red meat promotion and development body, has echoed calls from Consumer Focus Scotland for the Scottish Government to step in to end confusion over meat labelling.

QMS has already raised its concerns over the Scotch/Scottish issue, warning that it has the potential to undermine the powerful Scotch brand.

QMS Industry Development Manager Andy McGowan said: "There is confusion and the best way to resolve the situation is for the Scottish Government to amend existing voluntary beef labelling registration.

"The current situation means there are a variety of Scotch and Scottish labels being used, and instead of the superior Scotch being the brand of choice, there can be a preference to mass label as Scottish.

“What this research confirms is that consumers are not clear which label offers them the best assurances in terms of quality and production standards.

"The Scotch Beef and Scotch Lamb brands are powerful marketing tools. Our latest consumer research shows that the Scotch Beef logo is recognised by more than 80% of Scots and it's vital that we are able to protect that market advantage over our competitors.

"It's time this issue was sorted out for once and for all."

TheCattleSite News Desk



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