Building on Success – What Anuga Tells Us About Scotland’s Red Meat Future

By Tom Gibson, Director of Business Development at QMS

Anuga 2025 has concluded, marking an exceptional week for Scotland’s red meat industry. Over five packed days in Cologne, we connected with hundreds of buyers, served thousands of premium product samples, and shone a global spotlight on the exceptional quality of Scottish red meat.

Our highlights included:

• Hosting government ministers and influential voices from across the sector, who helped champion Scotland’s premium red meat brands.
• Presenting awards to importers G&B Yerseke BV, Selecta S.P.A., and EFEOGLU Meat GmbH, underscoring the global reputation of Scotch Beef, Scotch Lamb, and Specially Selected Pork.
• Meeting with current customers to discuss business challenges as well as opportunities to strengthen our commercial relationships .
• Securing business leads from around the world and arranging follow-up meetings with potential partners who share our commitment to quality and sustainability.
• The feedback from buyers and industry stakeholders was overwhelmingly positive—particularly when it came to the traceability, provenance and credentials of Scotch Beef, Scotch Lamb and Specially Selected Pork. Many remarked on the unique flavour profile of our products and the confidence that comes with Scotland’s world-leading assurance schemes.

Anuga reinforced just how much opportunity exists for our sector. Buyers are seeking products that align with the demands of modern consumers: premium quality, ethical production, and authentic stories of production and provenance. That’s exactly what Scotland offers.

It’s events like this that prove international trade isn’t just about numbers—it’s about relationships. And we’ve strengthened a lot of them in Cologne. Our team left Anuga inspired and more determined than ever to keep Scotland front of mind for premium red meat, building on this success to grow exports, support farmers, and drive sustainable economic benefits back home.

Thank you to everyone who visited the QMS stand, sampled our products, and joined the conversation about Scotland’s red meat future. We look forward to seeing the partnerships cemented at Anuga deliver real value for our industry in the months and years ahead.