Quality Meat Scotland (QMS) will promote red meat at the Royal Highland Show at Ingliston, showcasing Scotch Beef, Scotch Lamb and Specially Selected Pork at the event.
The show, which will run from 20th-23rd June, will showcase the country's produce, livestock and producers, with QMS naming it the "perfect platform" for industry to demonstrate its dedication to quality Scotch Beef, Scotch Lamb and Specially Selected Pork products.
The QMS stand will reportedly serve as a central hub for members, levy payers and partners in the red meat supply chain to network and engage with the QMS team about their "ongoing efforts to promote positive conversations" about red meat.
The trade body said it would be partnering with other organisations across the showground to provide a range of experiences. Visitors will have the opportunity to sample Scotch Beef and Specially Selected Pork at the Aldi stand, and at the Lidl stand, visitors will hear from chefs and participate in interactive games that "highlight the benefits of eating Scotch red meat".
Chefs and butchers to provide demonstrations
Scottish butchers will showcase their skills each day, with visitors able to see Anna Forbes, Steven Strachan, Shona Marshall, Luke Burnett and Karl Hearton taking part in demonstrations. Nigel Ovens of McCaskie Butchers will also display Scotch Beef, Scotch Lamb and Specially Selected Pork throughout the weekend.
The Food for Thought Cookery Theatre, sponsored by The Scotch Butchers Club and Native Hebridean Salmon, will feature chefs demonstrating their support for Scotch brands through a variety of masterclasses.
The QMS Health and Education Team will be present at various stands - at the Royal Highland Education Trust (RHET) stand, they will feature 'The Journey of Lamb' and lamb crafts for children. There will also be an interactive trail for families to participate in, and children will be able to enter the Porktober Kids' Competition, where they can design a poster for the 2024 campaign.
Kate Rowell, chair of QMS, said: "The Highland Show is an exciting feature in the calendar and one that we love attending because it brings together all parts of the community that we work with.
"It is a real opportunity for the QMS team and our dedicated partners to demonstrate what the red meat sector has to offer as well as the collaboration and devotion that lies behind the Scotch brands from across the supply chain.
"It's our chance to sell the Scotch story and to give members of the public the understanding and awareness of all the reasons why they should choose Scotch brands."
The QMS event schedule for the show can be accessed by clicking here.
