Quality assurance captured in new video from QMS
Quality Meat Scotland (QMS) has produced a new video highlighting the priority given to animal welfare in the production of quality assured livestock in Scotland.
The video, which has been viewed on social media almost 30,000 times already, features Scottish farmers, butchers and chefs.
Jim McLaren, chairman of QMS, said: “It is great to see so many parts of the Scottish red meat chain – from our farmers to butchers and chefs – recognising the importance of quality assurance and animal welfare.
“Our industry has an exceptionally positive message in terms of the quality of our products, and the sustainable and welfare-friendly way they are produced. The video also clearly shows the passion and pride our farmers, butchers and chefs share in their roles in delivering a top quality product to the public.”
Recent ShopperVista results from the food and grocery research and training charity IGD revealed that 84% of shoppers now view animal welfare as important in their choice of product, with 46% viewing it as very or extremely important.
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