Quality Meat Scotland (QMS) has announced that it has relaunched its Scotch Beef Club in Italy, which it said will "focus on increasing exports" to the Italian market.
To celebrate the relaunch, foodservice stakeholders in the Italian red meat sector were invited to taste a three-course menu in Milan centred around Scotch Beef.
Attendees were also shown a film showcasing Scotland's red meat sector, and key messages in the room focused on the "consistent quality, sustainability and exceptional taste and tenderness" of Scotch Beef.
Tom Gibson, director of business development at QMS, said: "The Scotch Beef Club aims to promote the virtues of quality Scotch Beef to chefs and restaurateurs, and provides added value with support to promote the Quality Assurance, provenance and traceability of our premium beef.
"Increasing trade with high value export markets is top of our agenda, and Italy is a key market for us. We have a mission to work with all exporters on their own bespoke events to maximise this opportunity, and to ensure current and potential customers are aware of the Scotch difference - the factors which make Scotland the choice for premium red meat."
QMS brand development manager Gordon Newlands added: "Scotch Beef is already a highly-valued proposition in Italy, and the story behind our brand is hugely appealing. The Scotch Beef Club will allow us to build on this, to further develop relationships with current partners and to gain a stronger foothold into the foodservice sector."
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
