Quality Meat Scotland (QMS) has revealed a new Scottish pork brand, which it said was a “refreshed visual identity” for its Specially Selected Pork brand.
The new Prime Scottish Pork brand was created to “reinforce the value, provenance and long-term potential” of Scottish pork, and shoppers can expect to see the logo on shelves from mid-May 2026 onwards.
QMS said the rebrand will mark a “positive step” forward for the sector, creating retail and marketing opportunities without changing the standards. It also said that Prime Scottish Pork will continue to guarantee pork that is locally sourced, quality assured and farmed with care, aiming to give shoppers confidence at the point of purchase and support value creation across the supply chain.
The move will aim to strengthen alignment with the blue logos of Scotch Beef and Scotch Lamb, which have “significant levels” of awareness and understanding among 88% of adults in Scotland. This reportedly allows Scottish pork to better communicate its provenance and benefit from a “halo effect” caused by increased consumer recognition at a time when “Scottishness” remains a key purchase driver.
“Our research tells us that provenance matters deeply to Scottish shoppers.”
Emma Heath, QMS
Emma Heath, QMS director of marketing, commented: “The Prime Scottish Pork rebrand is about giving our pork sector the strongest possible platform for the future. As one of the top three shopper motivations when buying red meat, alongside animal welfare and being quality assured, our research tells us that provenance matters deeply to Scottish shoppers, and this evolution allows us to tell the Scottish pork story more clearly, more confidently and more consistently alongside Scotch Beef and Scotch Lamb.
“Whilst the logo mark and name will change, the uncompromisingly high standards that sit behind the label – that shoppers have rightly come to expect – remain exactly the same.”
The Prime Scottish Pork branding was shaped using independent YouGov consumer research and developed in close collaboration with industry stakeholders, including the Scottish Pig Industry Leadership Group, which was engaged throughout the process.
Alongside Scotch Beef and Scotch Lamb, Prime Scottish Pork will be supported by a Scotland-wide consumer marketing campaign running from 8th June to 3rd August 2026, which QMS said would take advantage of the momentum behind Scotland’s ‘Summer of Sport’. Activity includes channel sponsorship on STV, TV advertising on STV and Sky Regional, outdoor ads, paid social and digital media, set to reach an estimated 73% of adults in Scotland.
New retail packing guidelines are now available, with a full transition to the Prime Scottish Pork brand expected to be complete by October 2026.
