QMS relaunches Scotch Beef Club in Italy
Scotch Beef is now high fashion in Milan after Quality Meat Scotland (QMS) relaunched the Scotch Beef Club in Italy, focussing on increasing exports to this high-profile, premium market.
To celebrate the relaunch, an audience of leading foodservice stakeholders in the Italian red meat sector were invited to a Scotch-focussed event at one of Milan’s top hotels. A three-course gastronomic menu centred around Scotch Beef was complemented with Scotch whisky tasting, with the aim of building on already-strong exports to the country, which accounted for £10m (15%) of export sales in the year to July 2023.
Any restaurant business, in the UK or overseas, that serves premium quality Scotch Beef can join the Club and benefit from QMS’s marketing collateral and support to promote Scotch Beef.
Tom Gibson, Director of Business Development at QMS, said: “The Scotch Beef Club aims to promote the virtues of quality Scotch Beef to chefs and restaurateurs, and provides added value with support to promote the Quality Assurance, provenance and traceability of our premium beef.
“Increasing trade with high value export markets is top of our agenda, and Italy is a key market for us. We have a mission to work with all exporters on their own bespoke events to maximise this opportunity, and to ensure current and potential customers are aware of the Scotch difference – the factors which make Scotland the choice for premium red meat .”
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