Quality Meat Scotland (QMS) has published a toolkit to “highlight and empower” stakeholders to communicate the health benefits and sustainability of Scotch red meat.
QMS published its ‘Get in the know. Celebrating the positives of red meat’ 2025 toolkit, a resource that QMS said contains evidence-informed insights into the socio-economic contributions of red meat, and showcases what’s behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands.
The toolkit was released in tandem with the latest burst of its ‘When You Know, You Know’ consumer marketing campaign, encouraging people to “look beyond the logo” and appreciate the quality assurance and care behind the Scotch labels across the whole supply chain.
Holly McLennan, director of communications and external affairs at QMS, said: “The new year is often a time where we focus on personal improvement including our health and wellness. This accessible toolkit aims to showcase the various, evidence-informed benefits of red meat to everyone and cut through the noise of misinformation regarding red meat’s place in a healthy diet and our planet.
“It is also a useful resource for the red meat supply chain to support positive red meat conversations and includes digital assets such as verified nutritional infographics, which can be downloaded to share on stakeholder channels to spread the word together.”
The toolkit includes information on sustainable land management, farming, greenhouse gas emissions and wider community impact.
With infographics, shareable digital assets, videos and recipes, the toolkit aims to make the information easily accessible and engaging for a variety of audiences. Each section aims to debunk common myths surrounding red meat, providing clear, fact-based messaged that highlights the industry’s vital role in promoting health and wellbeing.
McLennan continued: “Whether you work in the red meat sector or are a consumer looking for more information, this easy to use toolkit helps to ‘get in the know’ on the health credentials of quality red meat and demonstrates how the Scotch Beef, Scotch Lamb and Specially Selected Pork brands can be seamlessly incorporated into a healthy, balanced diet.”
For more information and to access the toolkit, click here.
