Quality Meat Scotland (QMS) has released an updated edition of its ‘Get in the Know: Celebrating the Positives of Red Meat’ toolkit.
QMS said the updated resource would “support stakeholders” in highlighting the health, sustainability and socioeconomic value of Scotland’s red meat, while also explaining the heritage and quality behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands.
Tracy Martin, reputation manager at QMS, said: “Our updated 2026 toolkit is designed to cut through the noise around red meat and nutrition. It provides clear, evidence-based information that demonstrates how Scotch Beef, Scotch Lamb, and Specially Selected Pork contribute to a healthy, balanced diet, while also highlighting the industry’s vital role in supporting sustainable farming practices and thriving rural communities.”
Some of the stats highlighted in the toolkit include the nutritional value of red meat, which is rich in iron, zinc, vitamin B12 and high-quality protein, all essential for muscle function, immunity and overall health. Research shows that children, teenagers, and young adults are at risk of low intakes of several micronutrients when red meat (and dairy) consumption is reduced, with zinc deficiency risk increasing by up to 35%.
Scottish swimming athlete Lili Mundell said she uses red meat to maintain her iron levels, commenting: “Without adequate iron in the body, the muscles don’t get enough oxygen, leading to fatigue. Small changes to your diet can have a big impact on your energy and performance.”
Recent Make It Scotch research also found that almost half of Scottish women are ‘not confident’ or ‘unsure’ whether their diet provides enough iron. While most recognise tiredness as a symptom of low iron intake, fewer were aware of other signs such as shortness of breath, headaches, or brain fog.
According to QMS, average red meat intake in Scotland is now below the daily 70g limit set by Government experts, with women consuming significantly less than men, at 66g per day on average. It suggested that blanket recommendations to limit red meat further could “disproportionately reduce nutrient intake”.
The toolkit also highlighted the wider positive impact of the Scottish red meat industry, with QMS showing that the industry continues to invest in sustainable farming practices, creating healthier soil, helping the environment to thrive and enhancing natural ecosystems.
QMS highlighted that economically, the red meat sector contributed an estimated £3.5 billion of output in 2024, supporting farmers, processors and the wider supply chain, and representing more than 35% of national farming output.
Using infographics, shareable digital assets, videos and recipe inspiration, the toolkit aims to make information accessible for both industry stakeholders and consumers.
The updated 2026 toolkit can be accessed online by clicking here.
