A New Year’s Resolution for Scotland’s Red Meat Industry Message from Sarah Millar, Chief Executive, QMS

As we welcome 2026, my New Year’s resolution for Scotland’s red meat industry is simple: to keep building confidence, opportunity, and pride across every part of our supply chain.

In this final quarter of our second delivery year against the QMS Strategy to 2028, we will continue the progress of our Meating Our Potential campaign in collaboration with the Scottish Red Meat Resilience Group (SRMRG) to build industry confidence and provide support The programme has already shown how collective small, achievable changes can make a real difference. In 2026, our focus remains on engaging various stakeholders who have interest and influence in our ambitions for sustainable, modest growth that strengthens herds, improves productivity, and supports long-term resilience for our people and planet.

A key next step will be the launch of a new careers campaign within Meating Our Potential, helping to address critical labour challenges. This will shine a light on the wide range of skilled, rewarding roles across the entire red meat supply chain, using results of major research conducted by EssenceMediacom into perceptions of working in the red meat sector and significant opportunities to attract new entrants. By sharing real stories from people working in diverse roles in the industry, we want to help businesses attract new talent and inspire school leavers and job changers to see the opportunities available. A strong workforce is essential for future growth, and this campaign will play an important part in securing it.

We will also continue to expand the Meating Our Potential online producer toolkit with new case studies, webinars, and practical resources to support evidence-based improvements on farm. At the same time, we’ll continue our series of strategic engagements with political stakeholders across the remaining key regions of Scotland, so they can feel first-hand and strengthen their understanding of both the challenges and the opportunities ahead, and the crucial role our sector plays in rural communities and beyond.

Early in the year, we’ll return to TV and digital platforms with our “A Strong Start with Scotch” campaign. Timed for January, when people are thinking about healthier routines, the campaign highlights how Scotch Beef, Scotch Lamb, and Specially Selected Pork can help people start well with balanced, nutritious meals. Through our work with Aberdeen-based nutritionist Scott Baptie, the campaign offers practical, everyday cooking inspiration backed by clear nutritional guidance. This remains central to helping consumers feel confident choosing Scotch as part of a healthy, sustainable diet.

Alongside this, the updated 2026 ‘Get in the Know: Celebrating the Positives of Red Meat’ toolkit will be available in early January. It will feature shareable infographics, videos, recipes, and evidence-informed insights to help stakeholders talk confidently about the health, sustainability, and socio-economic value of Scotland’s red meat. Look out for the launch on our socials.

This year will also see QMS’s first conference since 2020, bringing the entire red meat supply chain together for a day of discussion, insight, and collaboration. The ‘Future Thinking on Red Meat’ Conference 2026 will offer a unique platform to explore the opportunities and challenges ahead, connect with peers across the industry, and share practical solutions to strengthen a thriving, resilient sector. Attendees will hear from inspiring speakers, alongside leading experts across the global and domestic red meat supply chain. With interactive sessions, networking opportunities, and a forward-looking programme, the conference is designed to spark conversation, promote collaboration, and shape the future of Scotland’s red meat industry. Further programme details and speaker announcements will be shared in the coming weeks.

At the same time, we will vigorously continue with the core work that underpins everything we do, such as:

• supporting pre and post-farm gate business development activity

• continuing our ‘farmer-led, farmer-drive' Monitor Farm programme sponsored by Scottish Government

• Delivering streamlined assurance standards

• Being a sound evidence centre on the red meat market

• Supporting trade and deepening export opportunities

• Marketing and building consumer trust in our Scotch and Specially Selected brands

• Protecting the reputation of red meat where it matters most

The upcoming 2026/27 delivery year will mark the mid-way point in our strategic progress to make Scotland the premium choice for red meat, and we look forward to ensuring our future plans continue to support a thriving, resilient, and sustainable industry.

So, to go back to where I started, my resolution is to make 2026 a year of progress for our red meat supply chain, something which is only possible if we keep up the momentum and work closely together to make it happen. Together, we can continue to build confidence, opportunity, and pride in Scotland’s red meat industry.

Sarah Millar
Chief Executive, Quality Meat Scotland