Scotch Beef Club Heads to Sweden
QMS Targets Swedish Foodservice With Scotch Beef
Quality Meat Scotland (QMS) is expanding its Scotch Beef Club into Sweden, targeting growth in the international foodservice sector and strengthening export demand for premium Scottish beef.
According to reporting by FarmingUK, the launch event will take place on 27 January in Stockholm, bringing together more than 100 Swedish foodservice professionals, including chefs, buyers and menu developers. The initiative is designed to showcase the quality, provenance and consistency of Scotch Beef in a high-value dining market.
Sweden has been identified as a strategic market due to strong consumer interest in sustainability, traceability and premium meat, aligning closely with Scotch Beef’s Protected Geographical Indication (PGI) credentials. QMS said the club model helps build long-term relationships with chefs and operators, driving menu adoption and brand loyalty.
The move reflects a broader push by Scottish red meat bodies to diversify export markets and capture value through foodservice-led promotion rather than volume-driven retail growth.
Source: FarmingUK | 19 January 2026
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