Quality Meat Scotland (QMS) is launching a dedicated sheep focus within the ‘Meating Our Potential’ campaign at Scotsheep 2026 to build on the momentum it created for the beef sector in 2025.
QMS and the National Sheep Association (NSA) Scotland, in partnership with the Scottish Red Meat Resilience Group, will use Scotsheep 2026 to introduce the new campaign, where they will unveil the latest economic modelling, highlight the socio-economic significance of sheep to Scotland and underline the contribution made by the sector to rural communities, businesses and the wider economy.
Scotsheep, which takes place on 10th June, is organised by NSA Scotland to bring together sheep producers, industry representatives and rural businesses from across Scotland.
By highlighting the importance of sheep farming to Scotland’s agricultural sector and rural economy, QMS said the campaign will aim to help make the case for continued investment in Scottish red meat production, to boost confidence across the supply chain and maintain domestic sheep sector self-sufficiency.
Sarah Millar, chief executive of QMS, commented: “I’m delighted to be going to what is set to be a fantastic Scotsheep event to highlight our newest insights. The response to ‘Meating Our Potential’ in 2025, which supported beef sector progress on productivity, output and growth as well as the Scottish Government’s rejection of the Climate Change Committee’s advice to reduce livestock numbers, showed there is real societal appetite to get behind a positive, practical vision for Scotland’s red meat sector.”
“Sheep farming underpins jobs, supports some of our most remote and rural communities and contributes to the strength and resilience of our wider agricultural economy.”
Sarah Millar, QMS
Millar continued: “At Scotsheep, our focus is firmly on sheep and on recognising the enormous socio-economic significance of the sector to Scotland.
“Sheep farming underpins jobs, supports some of our most remote and rural communities and contributes to the strength and resilience of our wider agricultural economy. By shining a light on that contribution, we want to help build confidence, support future investment and encourage sustainable growth in livestock numbers to support the Scottish economy.”
