How can you make the most of this hub?

This webpage is your go-to resource and one-stop-shop which will be continually updated for everything related to the 'Meating Our Potential' campaign. You’ll find a toolkit full of practical guides, productivity resources, and information. Keep coming back for new updates and tools to help your business thrive – updates will also be publicised across QMS channels!

As our campaign evolves you’ll see this toolkit begin to be populated with virtual tools, guides, and case studies that can help you develop your businesses productivity and profitability and give you the confidence to grow your herd.

What’s the opportunity?

QMS evidence shows clear economic benefits to boosting Scotland’s beef production. By increasing production now, we can help safeguard the future of the sector and reduce reliance on imports.

Our economic modelling forecasts growing demand for beef but lack of supply up to 2030. To meet this demand, the UK would collectively need to produce an additional 278,000 tonnes of beef compared to the projected levels of production in 2030. Scotland’s share of this is around an additional 22,000 tonnes of beef equivalent to 79,000 additional breeding cows.

This growth could generate £281 million in output and £76 million in GVA for Scotland’s economy.

Our consumer research also highlights strong public desire to support Scottish farming and ensure the sustainability of the red meat sector. Our recent survey shows 90% of consumers would choose Scottish beef, lamb, and pork, even if imported alternatives were 30% cheaper.

The full modelling paper can be found here - 20250507 QMS Beef Sector Opportunity Modelling Paper.docx

Read more here- https://qmscotland.co.uk/news/a-couple-more-cows-per-herd-each-year-would-realise-scotlands-economic-potential-by-2030

Quality Meat Scotland survey reveals strong preference for Scottish red meat over imports read more here: https://qmscotland.co.uk/news/...;

What does this mean for you?

Our goal is to increase Scotland’s beef production by adding a couple more cows per herd each year. This small but impactful change can make a big difference, helping to grow the national herd and ensure we continue to meet demand. Over a three to four year period, this is an average of around six to eight more cows in total.

While productivity improvements have a vital role to play, the opportunity ahead cannot be fully met through productivity gains alone. Achieving the necessary uplift through efficiency would mean adding six to eight extra calves on an average herd of 48 cows, or significantly increasing finishing weights – which could risk taking a large proportion of cattle out of spec. That’s why a modest increase in herd size, combined with smarter productivity strategies, offers a more balanced and realistic path forward.

Who’s behind the campaign?

QMS in collaboration with partners from the Scottish Red Meat Resilience Group (SRMRG), is driving this campaign, working with industry partners to provide the support, tools, and expertise you need to increase your productivity and grow your herd. Coming soon – business success roadmap!

We have developed a roadmap for resilient, agile and profitable business, to help you feel confident enough to grow your herds and benefit from improved returns and optimised productivity.

Within this are three key themes, each with three areas of work aimed at developing a more productive, profitable, and innovative beef sector. We plan on releasing these elements in digestible formats over summer and will publicise when updates are made.

The first theme, Productivity will help businesses build a strong sustainable foundation upon which we can grow a thriving Scottish cattle sector, will be released in June.

Theme two is focussed on Profitability and theme three, once phase one and two have been engaged with is Growth aiming at expanding the national herd. These themes will be published later in summer.

What is the Business Success RoadMap?

As our campaign progresses we will focus on three key themes to help your business.

Theme 1: Productivity (Coming June 2025)

Build a strong, sustainable foundation for your business with practical tools and straightforward metrics. This theme focuses on boosting productivity through better understanding of your operation and making informed decisions that support long-term success.

Key areas:

• Understanding your business

• Using universal KPIs

• Cost of production

Theme 2: Profitability (Coming July 2025)

Maximise margin and improve farm profitability by making better use of your supply chain and marketing strategies. Learn how to manage for profit, not just output.

Key areas:

• Understanding your supply chain

• Optimising vs maximising

• Marketing

Theme 3: Growth (Coming August 2025)

The long-term goal is herd growth – and confidence is key. This theme supports business development through innovation, collaboration and adding value, ensuring a thriving and resilient future for the sector.

Key areas:

• Innovation

• Adding value

• Cooperation

When will you get more information?

Stay tuned for regular updates, tools, and resources on this webpage. We’re committed to providing ongoing support and will share new developments as they come and publicise this in our QMS industry newsletter and social media channels.

📣 Get Involved

We need the support of everyone across the industry, from farmers and other industry supply chain professionals to policymakers and consumers. Your voice matters in making this campaign a success. Share your story, engage with the movement, and help raise awareness about the importance of boosting Scotland's beef production. By working together, we can call for the strategic action needed to secure a sustainable future for our red meat sector. Whether it’s through spreading the word, supporting local farmers, or influencing policy decisions, every contribution counts in helping us achieve our goal. Join the conversation and use the hashtag #MeatingOurPotential to amplify our message.