3rd November 2020

A cut above the rest: New-look Scotch Butchers Club unveiled

Quality Meat Scotland has today unveiled the new-look Scotch Butcher Club marking a new era for supporting independent butchers who take a leading role as the ‘Champions of Scotch’.

The Butchery, Lockerbie has been kitted out in the new branding which has been crafted to reflect the redirection of the Scotch Butchers Club strategy. It also represents the evolution of the industry where butchers are seen as leaders in craftsmanship, product knowledge, provenance, speciality, and innovation in an era where consumers are striving to know more about where their food comes from.

Managing Director, John Carlisle, of The Butchery said that the new branding and strategy direction has modernised the Scotch Butchers Club:

“It is fantastic for all members helping to promote and educate consumers on the importance of supporting independent retailers and purchasing Scotch produce. Strengthening the brand will increase awareness and assure the customer that they are receiving quality and fully traceable Scotch Beef, Scotch Lamb and Specially Selected Pork.

“It is an honour to have our shop chosen to unveil the new branding and we wish everyone within the industry all the very best.”

In addition, Buckwells of Southsea, Hampshire; Harrold Brothers, Caithness; The Arran Butcher, Isle of Arran; and, Minick of St Andrews, joined The Butchery in showcasing the new branding, which is now available for use by all 250 members of the club.

Underpinned by new and robust systems and processes, Scotch Butchers Club members will be supported with a comprehensive marketing and communications strategy to ensure that members, suppliers, and customers can actively engage with the club and build a greater sense of community.

Introducing the rebranding, Quality Meat Scotland Brands Development Manager Gordon Newlands explained: “While our vision and mission has remained strong, our industry has evolved and it is time for us to acknowledge our growth, and prepare for our truly exciting future.

“Not only does our new branding reflect the skills and knowledge within the butchery trade, but it also marks a change in strategy and direction with members able to access dedicated business support, complimented with cutting edge content that can be customised for each independent butcher.”

As well as access to the new branding and promotional materials, members will benefit from:

  • Brand guidelines providing instructions on brand usage for members
  • ‘Meat Club’ webinars with guest speakers and practical demos
  • A knowledge transfer mentoring programme
  • Future of Meat quarterly global insights
  • A virtual master butcher competition
  • Improved social media presence including butchers ‘how to' videos and industry Facebook and WhatsApp groups

Also in development is a new, dedicated membership portal where members can access promotional material, photography, research and insights. A dedicated Scotch Butchers Club website will also soon follow for consumers to visit for recipe inspiration and handy hints and tips for shopping and cooking with Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork.

Butchers can enjoy all of this and more by applying to join the Scotch Butchers Club for £75per year.

For more information on Scotch Beef, Scotch Lamb and Specially Selected Pork, or to find out more about the Scotch Butchers Club, visit www.scotchkitchen.com

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