Quality Meat Scotland (QMS) highlighted the quality of PGI Scotch Lamb at Gulfood 2025, one of the world’s largest annual food and beverage trade exhibitions.
The event took place in Dubai and attracted over 135,000 visitors from 195 countries and saw “significant trade activity” across global markets.
The Middle East has imported an average of £648 million worth of sheep meat in recent years, demonstrating the “significant potential” for Scottish exporters looking to expand in the region.
Throughout the four-day event, QMS engaged with international buyers at its shared stand with the Agriculture and Horticulture Development Board (AHDB), offering tastings of premium Scotch Lamb prepared by expert chefs. National Chef Gary Maclean also took to the stage in the Scottish Pavilion to demonstrate the versatility of Scotch Lamb.
The exhibition was used to highlight the taste, provenance, and sustainability credentials of Scotch Lamb, reinforcing its position as a premium red meat product on the global stage.
A key part of QMS’s participation was the Scottish Development International (SDI) reception, where more than 200 buyers gathered to sample Scotch Lamb.
The levy board extended invitations to major wholesalers and retailers across the region, ensuring that key decision-makers experienced the flavour and quality of Scotch Lamb firsthand. QMS highlighted that the “strong presence” at Gulfood underscores the commitment to expanding Scotland’s red meat exports and building lasting trade relationships.
Gordon Newlands, brand development manager at QMS said: “Exports are a big opportunity for Scotland’s red meat supply chain. Last year, we set ourselves the objective of making Scotland the choice for premium red meat as part of our five-year strategy.
“At Gulfood, we have been showcasing the finest quality Scotch Lamb and highlighting its provenance, traceability, and sustainability - attributes that are highly valued in the premium export market.”
