Industry urged to back “Meat with Integrity” campaign

Industry urged to back “Meat with Integrity” campaign

People who work in Scotland’s beef, lamb and pork industry are being urged to take part in a brand new “Meat with Integrity” marketing and public relations campaign being launched by Quality Meat Scotland (QMS) in the coming months.

Katrina Kennedy pictured with cattle on the family farm in Highland Perthshire. Katrina was one of the farmers who supported QMS’s recent “Know Your Beef” campaign.

QMS is enlisting the help of farmers, crofters and others working in the industry to act as the faces of the new campaign which aims to raise awareness of the industry’s animal welfare and sustainability credentials.

This initiative is due to launch this summer, and will be focused on promoting Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork in a campaign covering all three brands.

“The aim of ‘Meat with Integrity’ is to drive consumer awareness of the Scottish red meat industry’s exceptional credentials,” said Carol McLaren, marketing and communications director with QMS.

“The campaign will also highlight our industry’s world-renowned quality assurance schemes which cover the entire production process, including farms, hauliers, feed companies, auction markets and processors.

“It will also aim to increase public awareness of the heritage and expertise in the industry and the importance of animal welfare and wellbeing.” McLaren concludes.

QMS is also currently looking for farmers and crofters who could support as the ‘faces’ of the campaign. The organisation is keen to hear from others – from auctioneers to hauliers and processors to butchers and chefs – willing to get involved with the QMS marketing and PR activity.

This will range from photography and short films, to being social media influencers, actively helping to cascade the positive stories the industry has to offer.

Readers interested in getting involved in the new campaign should email info@qmscotland.co.uk for more information.

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