QMS begins search for ‘Make it’ campaign ambassadors

QMS begins search for ‘Make it’ campaign ambassadors

Quality Meat Scotland (QMS) is encouraging farmers, butchers, auctioneers, hauliers, processors, chefs and red meat industry professionals to become ambassadors of the ‘Make it’ campaign.

Kate Rowell, Quality Meat Scotland chair.

The ambassadors will play a leading role in promoting the Scotch brands, such as Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork, over the coming months, according to QMS.

As well as this, the ambassadors will take on a new role in driving recipe inspiration and positive messages about the brands, starting with Scotch Lamb in the lead up to Love Lamb Week on the 1st to the 7th September 2020.

Kate Rowell, QMS chair, said: “The aim of the ambassador programme is to help upskill those within the industry to confidently drive the positive messages we have about sustainability, high-welfare and the nutritional benefits of our brands and increase consumer awareness with recipe inspiration, hints and tips to encourage shoppers to buy Scotch Beef, Scotch Lamb and Specially Selected Pork when they are in their local butcher’s shop or supermarket.”

“Through our ‘Make it’ ambassador programme we also hope to showcase the diversity of people who work hard to produce and supply world-class, quality assured Scotch Beef, Scotch Lamb and Specially Selected Pork to consumers not just in the UK but across the globe.”

The ‘Make it’ ambassador programme will include a series of toolkits, issued by QMS, which will include key messages on the benefits of eating red meat along with graphics and videos for ambassadors to share on an ongoing basis.

2019 Scotch Lamb ambassador, Michelle Stephen, said she strongly encourages anyone in the Scottish red meat industry to get involved.

She said: “Being a Lambassador was a fantastic and rewarding experience and the resources provided gave me the tools to confidently connect with consumers and showcase the field to fork journey through not only my Insta_glamb account, but also on national TV and press opportunities.”

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