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MasterChef Champion Backs Scotch Beef PGI Campaign

04 April 2017

SCOTLAND, UK - The winner of BBC MasterChef: The Professionals has set himself the challenge of doing all he can to inspire consumers about the exceptional quality of Scottish produce, including Scotch Beef PGI.

As a legacy of his win, top chef Gary Maclean, is determined to encourage more consumers in Great Britain to better understand the traceability and quality assurance behind Scotch Beef PGI as well as the glorious heritage which makes it the envy of the world.

“Our beef is just simply incredible and what sets it apart is the traditional production methods used plus the generations of farmers working to maintain that high quality,” said Mr Maclean.

The versatility of Scotch Beef is something which Mr Maclean feels is also a huge asset, saying that as well as the better known cuts, such as sirloins and fillets, more and more people are discovering the braising cuts and blade of beef. These types of cuts, he said, have amazing flavour.

Crowned the winner of MasterChef: The Professionals in December 2016, Mr Maclean is also a great believer in healthy cooking with quality products such as Scotch Beef, and is committed to encouraging more children to cook.

Mr Maclean, who is also a senior lecturer at City of Glasgow College, recently donned his chef whites and kilt in scenic Loch Lomond to raise the profile of Scotch Beef PGI, as part of this year’s Quality Meat Scotland (QMS) Scotch Beef PGI campaign.

London, and the home counties, is the focus of the two-month campaign which aims to communicate the exceptional taste and quality of the Scotch Beef brand.

With the strapline of There’s beef, there’s Scottish beef, then there’s Scotch Beef, the campaign aims to showcase Scotch Beef and the flavour, provenance and integrity which underpin the brand’s PGI (Protected Geographical Indication) status.

Over 14 million consumers are being targeted across the UK during March and April via press, digital and billboard advertising, to inform, educate and inspire them to use Scotch Beef when they cook.

Suzie Carlaw, Marketing Controller at QMS said: “The timing of this year’s campaign fits in perfectly with Easter - a great opportunity to get friends and family around the table to celebrate with a fantastic roast of Scotch Beef which oozes quality and taste.

“Scotch Beef is also a meal which keeps on giving as it’s perfect to use in delicious leftover recipes.

“By buying Scotch Beef, consumers can be sure they are choosing the best product out there in terms of quality, taste and provenance,” she added.

Recipes and information about Scotch Beef PGI, can be found at www.scotchkitchen.co.uk or follow @ScotchKitchen on Facebook or Twitter.

TheCattleSite News Desk

Top image via Shutterstock



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