QMS launches new five-year strategy to drive global Scottish meat sales
Quality Meat Scotland (QMS) has launched a new five-year strategy to ‘make Scotland the choice for premium red meat across the world’.
The strategy was launched at QMS’s annual industry breakfast briefing at the Royal Highland Show on Friday. Its aim is to lead the development of Scotland’s red meat sector by driving demand from consumers who recognise the brands as a mark on integrity, provenance and with sustainability at its core.
Built around three strategic pillars; Provenance; Productivity and Profitability; Planet and Place, QMS said the five-year plan will lead the development of Scotland’s red meat sector by launching ‘game-changing’ projects that will turn the strategy into action, enabling the Scotch and Specially Selected Pork brands to compete in both the home and global markets.
The three projects, which are designed to grow the Scottish Red Meat Sector, include advancing work on genomics, boosting brand integrity with world-leading assurance for customers, and securing funding for a verification system for the eating quality of Scottish red meat proteins.
The Scotch and Specially Selected Pork brands will also embrace new sustainability criteria, this will be delivered within the scope of the quality assurance schemes.
Alistair Driver | Pig World
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