20th January 2014

Carol Brings a ‘Smillie’ to Scots’ Faces with New Pie Campaign

Carol Smillie brought a touch of Blue Monday cheer today (Monday 20th January) when she surprised one special lollipop lady with a warm, tasty treat as part of a new campaign to celebrate the humble pie.

Traditionally the most depressing day of the year, Dorothy Gaffney’s Blue Monday was brightened when she was presented with the smiling pastry delight from local butcher Alex Christie, after a hard shift shepherding pupils safely into Garscadden Primary and St Brendan’s Primary schools.

Pie fans across Scotland are being encouraged to follow Carol’s lead and treat deserving friends, family or colleagues who work outdoors in the chilly January weather. Butchers and bakers across Scotland are also being urged to reward unsung heroes in their local communities with a tasty pie.

The campaign - a collaboration between industry bodies Quality Meat Scotland, Scottish Bakers and the Scottish Federation of Meat Traders Association – will be running in butchers and bakers up and down the country to encourage consumers to beat the chill and the January blues with a piping hot pie.  Posters pitching the meat treats as ‘Warm and Tasty – Wrapped up in Pastry’ will be tempting shoppers’ taste buds.

Carol, the smiling face of the campaign, said: “What better to warm you up and cheer you up on a dreary day than a piping hot pie? It has become an iconic food in Scotland and you can’t beat the combination of golden pastry and tasty meat filling for a treat – a steak pie is my personal favourite.

“People like Dorothy are working outside in all weathers at this time of year and we’re calling on butchers, bakers and consumers to recognise deserving members of their local community and put a smile on their faces with a pie.”

Members of the public can also nominate deserving recipients online using #welovepies – the100 most deserving nominations will each receive a free pie!

Jack Broussine, QMS Marketing Executive said: “Butchers and bakers are at the heart of every community, cheering up their customers every day with their fantastic customer service and product knowledge.

“On winter days like today, pies from local butchers and bakers are a fantastic hot treat and are second to none when it comes to taste and quality.”

Alan Clarke, Chief Executive of Scottish Bakers said: “Last week was the Scotch Pie Awards and over 500 different pies & savouries from 100 Scottish Bakers and Butchers were submitted to be judged and prizes were awarded in ten product categories.

“Each entrant had a tremendous amount of pride for their products and I have to say the standard of the entries was exceptionally high this year.

“I want to encourage customers to buy a pie from their local baker or butcher and taste the quality of their products for themselves.”

Douglas Scott, Chief Executive of the Scottish Federation of Meat Traders Association said: “Pies and pastry goods are becoming an increasingly important part of a butchers business and are proving extremely popular with consumers.

“The benefit in using craft butchers and craft bakers is that they source the finest quality meats, making their products with the same meat that you can buy minced, sliced or in roasts.”

Anyone who would like to nominate someone (or themselves) for a free pie should tweet @ScotchBeefPGI or post on facebook.com/enjoyqualitymeat using #welovepies.

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