Meating Our Potential
Scotland’s beef sector has a huge opportunity to grow and meet the rising demand for domestic beef. The ‘Meating Our Potential’ partnership campaign with the Scottish Red Meat Resilience Group (SRMRG) is all about giving producers the tools to increase productivity and profitability, build confidence in the sector, and the future of our red meat supply chain.
We need positive support from everyone (every corner of industry, government and society) to inspire confidence in growing our production capabilities and to mitigate unnecessary increased reliance on imported red meat from elsewhere. If imports increase, we risk losing a critical part of our national food system. Growing Scotland’s herd helps maintain high standards of quality, traceability, and sustainability, supporting both consumers and the environment.
The widening domestic beef supply gap is ours for the taking. Together, we can feed our growing nation with the locally produced sustainable red meat they want.
Together, we can Meat Our Potential.
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.
Related tools and articles
Meating our Potential modelling paper
Click the link here to read the full modelling paper with extensive detail about the Meating our Potential programme.
News article: widening domestic beef supply gap
Read our recent news article which discusses the nation’s beef supply, looking at the most important and relevant data on the subject.
News article: Scots want Scottish red meat over imports
Recent research by QMS found that the vast majority of Scots would prefer to eat Scottish red meat rather than imports – read the full article for more information.
News article: Strong support for Meating our Potential
This news article from Summer 2025 highlights the unwavering support for the project, with over 300 industry leaders pledging their support.
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. 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.
What does this all mean for you?
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.
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. Click the link to sign the pledge.
