QMS relaunches Scotch Beef Club in Italy
QMS Relaunches Scotch Beef Club in Italy to Strengthen Export Connections
On 3 April 2024, QMS relaunched the Scotch Beef Club in Italy, underscoring its commitment to premium export markets. The relaunch took place during a high-profile gastronomic event in Milan, where leading foodservice buyers gathered around a three-course menu featuring Scotch Beef, paired with Scotch whisky tasting. The aim: to enhance brand awareness and strengthen trade ties.
Italy already accounts for £10 million (around 15 %) of Scotch Beef exports as of July 2023 — a significant export channel. Any restaurant worldwide serving quality Scotch Beef can now join the Club and benefit from QMS support, marketing collateral, and promotional resources.
Tom Gibson, QMS’s Director of Business Development, said the initiative helps bring the virtues of traceability, provenance, and consistent quality to chefs and restaurateurs. He emphasised that boosting trade in high-value markets like Italy is a top priority.
QMS Brand Development Manager Gordon Newlands added that the Brand’s compelling story—rooted in quality assurance and ethical production—resonates strongly in the Italian foodservice scene. The relaunched Club offers QMS a structured platform to deepen relationships with chefs, buyers, and partners.
Read full article Share on X