Quality Meat Scotland (QMS) will launch its Scotch Beef Club in Sweden to mark its first entry into the Scandinavian market.
The launch event will take place on 27th January at ERTH restaurant in Stockholm. More than 100 foodservice professionals and industry leaders from across Sweden are expected to attend.
Guests will be piped into the venue by a traditional Scottish bagpiper before being welcomed with a specially crafted whisky cocktail, courtesy of Ian Macleod Distillers. The evening, which will also include a presentation from processor ABP Food Group, will then showcase Scotch Beef through a four-course menu featuring five different cuts, allowing attendees to experience first-hand the “premium quality” that QMS said is guaranteed by the Scotch Beef UK PGI mark.
The Scotch Beef Club works to champion key messages around quality, sustainability, provenance, taste and tenderness, attributes that QMS said “continue to resonate strongly” with chefs and consumers alike in international markets.
The free-to-join Scotch Beef Club has been designed to drive growth of Scotch Beef within the foodservice sector, providing chefs and restaurant owners with a platform aiming to celebrate and promote the meat’s assured quality, provenance and full traceability. The initiative also aims to support restaurants that are proud to feature Scotch Beef on their menus, helping them communicate its premium credentials to customers.
Tom Gibson, director of business development at QMS, said: “We are delighted to be launching the Scotch Beef Club in Sweden with this exciting event in partnership with Globe Foods.
“Scotch Beef is recognised around the world as a signifier of premium meat, and this launch gives us a powerful opportunity to strengthen relationships and increase trade with the Swedish foodservice industry, by putting Scotch Beef front and centre for all attendees.”
