A final piece in the jigsaw
of Quality Meat Scotland’s (QMS’s) reorganisation around its ambitious strategy
to make Scotland the choice
for premium red meat has been fixed into place with a new Senior Management
Team appointment.
Chartered Institute of Public
Relations (CIPR) accredited public relations practitioner, Holly McLennan has
been named as the Director of Communications and External Affairs. This role
will lead QMS’s work in promoting the benefits of red meat as part of a
sustainable Scotland, as well as showcasing its important role in supporting
Scotland’s economy.
QMS Chief Executive, Sarah
Millar said:
“Effectively telling the
whole red meat supply chain story to trade businesses, levy payers, industry
organisations, government and other decision-makers will support recognition of
the socio-economic value of our industry.
“Working alongside with the
Marketing Team, which focusses on raising awareness and purchase of the quality
assurance brands, the Communications and External Affairs Team will protect the
reputation of the iconic Scotch Beef, Scotch Lamb and Specially Selected Pork
brands at home and across the globe.”
Holly’s appointment bolsters
QMS’s leadership to a team of four – under Sarah’s management, Emma Heath and
Tom Gibson were appointed as Director of Marketing and Director of Business
respectively in September.
Holly brings more than a
decade of public relations experience, including leading on communications for
the Scottish seafood sector at the Scottish Government’s Marine Directorate and
overseeing internal and external communications at Food Standards Scotland.
This included communicating complex and challenging messages to industry, some
based remotely and non-English speaking, after events such as EU Exit and the
coronavirus pandemic.
Holly said:
“I am delighted to be joining
QMS at such a pivotal time in the organisation’s development as we drive
forward our competitive ambitions, and amid the calendar event of the year in
the Royal Highland Show.
“It’s been great getting a
first-hand feel from QMS members, colleagues and other partners on the current
red meat hot topics and future opportunities in areas such as education,
nutrition, innovation and environment. Sampling the delicious red meat produce
on offer hasn’t been too bad either.
“I look forward to developing
a Communications and External Affairs Strategy for the red meat industry that
will focus our efforts on building relationships and highlighting the fantastic
work and potential of the red meat sector to influential stakeholders and
decision-makers.”
Holly will be responsible for
leading a team of seven communications professionals, across a broad suite of
specialist functions including market intelligence, reputational risk
management, media relations and corporate, stakeholder and public engagement.
Sarah Millar added:
“We have a strong calibre of
talented, tenacious and passionate individuals at QMS, many of which come from
a farming and food-industry background, who are committed to delivering
meaningful activity to maximise impact and return on investment for levy payers.
“It was a great feeling to
arrive at the Royal Highland Show a year on from when we launched our new
five-year strategy with our strategic restructure formally completed. I prefer
to look forward than back, but it was amazing to take some time at the show to
reflect on how much transformation has already been achieved over the last 12
months.”