Rural Affairs Minister to join QMS at Anuga 2023 as part of Scotch meat campaign

Rural Affairs Minister to join QMS at Anuga 2023 as part of Scotch meat campaign

Quality Meat Scotland (QMS) is aiming to expand global trade opportunities for Scotch beef, Scotch lamb and specially selected pork at the one of the world’s biggest food and drink trade fairs, Anuga 2023.

Mairi Gougeon, Scottish Rural Affairs Minister. | Photo: Scottish Government

A team is heading to Anuga 2023 in Germany to champion Scotland’s red meat products, with QMS’s emphasis on quality, provenance, sustainability and animal welfare aligning with the fair’s overarching theme for 2023, “Sustainable Growth”.

QMS will join the show’s other industry experts, exhibitors and visitors in an exploration of how economic growth and sustainability can coexist harmoniously in the food industry, addressing critical environmental and climate-related aspects.

Scottish Rural Affairs Secretary Mairi Gougeon will also be in attendance, underlining the Scottish Government’s commitment to promoting the nation’s quality produce on the global stage.

Sarah Millar, chief executive of QMS, said: “Anuga 2023 presents an unparalleled opportunity for QMS to showcase the incredible flavours and quality of Scotch beef, Scotch lamb and specially selected pork to a global audience. We are honoured to have Rural Affairs Secretary, Mairi Gougeon, join us and demonstrate the Scottish Government’s dedication to supporting our industry.”

Securing valuable business for Scotland

Visitors to the stand can look forward to engaging with the QMS team and exporters, gaining insights into production, as well as sampling an array of “mouth-watering” products. Award-winning chefs will be on hand to prepare “tantalising” selections of Scotch beef, Scotch lamb and specially selected pork.

Mairi Gougeon said: “Scotland has a global reputation for producing the finest food and drink products and we are open for business. We can be proud of the economic contribution our red meat sector makes, with an annual output of around £885 million from the farm gate, to processors and manufacturers, butchers and retailers – all working tirelessly to provide our people with the healthy, high quality Scotch beef, Scotch lamb and of course our specially selected pork.

“Increasing trade with high value export markets is a key ambition to help grow the value of our Scottish red meat industry. That groundwork is all the more important now we are outside one of the world’s most successful and lucrative markets.

“I am extremely proud to offer my support to QMS and all our exporters at Anuga 2023, to help secure more valuable business for Scotland. I wish all Scottish exhibitors the very best for the show.”

Millar concluded: “Anuga 2023 is an event that embodies the spirit of innovation and collaboration in the food industry. We are eager to foster partnerships, share knowledge, and inspire change in the pursuit of a more sustainable and transparent global food system.

“Anuga 2023 promises to be a platform for open dialogue, trust-building, and forging partnerships, all in the name of sustainable growth in the food sector. Quality Meat Scotland is proud to be part of this, championing the excellence of Scotch lamb, Scotch beef and specially selected pork on the world stage.”

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