Beef Brand Confirmed as Scotland's Most Sustainable

UK - Scotch Beef’s position as Scotland’s best-known food brand has been confirmed by a new Scottish Government survey.
calendar icon 16 March 2009
clock icon 2 minute read

Quality Meat Scotland, the industry’s red meat promotion and development body says the study of environmental attitudes has given a new dimension to Scotch Beef’s popularity.

According to the survey, an impressive 90% of Scots asked about sustainably produced food gave Scotch Beef as an example. There was good news for Scotch Lamb too, with 83% also mentioning Scotland’s leading lamb brand.

Two thirds of those who had heard of Scotch Beef said they made a conscious effort to buy it when they were shopping.

QMS Head of Marketing Laurent Vernet said: “This survey is excellent news for us. We put a lot of time and effort into informing people about our industry and its brands and this survey is telling us these messages are being driven home.

“The findings complement our own research into consumer attitudes on taste and quality and give the popularity of Scotch Beef and Scotch Lamb a whole new dimension.”

Richard Lochhead, Cabinet Secretary for Rural Affairs, said: “It is heartening to both myself and to our farmers to have it reaffirmed that Scottish produce continues to be renowned at home, as it is around the world, for its prime quality and for the high standards of care offered to farm animals.

“In these difficult times it is very encouraging that the positive messages about our home-grown produce are reaching individual shoppers across the length and breath of Scotland and that they are keen to support our farming industry.”

Beef continues to be a firm favourite in Scottish homes and in restaurants, with Scots eating around 17kg a year, although lamb and pork are increasing in popularity too.

QMS invests around £2 million a year marketing Scotland’s three red meat brands, Scotch Beef, Scotch Lamb and Specially Selected Pork.

The red meat industry makes a vital contribution to a sustainable Scotland with a turnover of £1,450 million a year and direct employment for around 25,000 people.

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