'Cutting-Edge Roles in Red Meat' partnership campaign showcases breadth of red meat sector job opportunities open to all

A new campaign designed to help attract and inspire the next generation of workers to Scotland’s red meat sector has gone live, launched by Quality Meat Scotland (QMS) and the Scottish Red Meat Industry Resilience Group (SRMRG) during Scottish Apprenticeship Week.

'Cutting-Edge Roles in Red Meat' aims to address labour challenges in the sector through practical guidance for industry employees as well as insight-led messaging with real-life stories to inspire and attract a variety of job seekers. The toolkit brings all of the campaign elements together, from authentic employee journeys and videos across the supply chain, to recruitment tips and evidence-informed messages to connect with key audiences such as students, school leavers and career chargers.

The campaign tackling critical labour challenges stems from Meating Our Potential which 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. Our Red Meat Industry Profile 2025 shows employment in the primary processing sector is estimated to have fallen to around 2,500 in 2024, reflecting skills shortages, lack of succession and tight labour supply.

The aim is to put job opportunities across Scotland’s red meat sector firmly in the hearts and minds of jobseekers, rooted in recent EssenceMediacom research commissioned by QMS. It addresses a key gap identified by jobseekers: while interest in the sector is high, many people don’t know what roles exist or how to get started.

Kate Rowell, Chair of Quality Meat Scotland, said: “The research shows people are open to careers in the red meat sector – which only grows when they learn about the variety of roles available - but they want clarity, real examples and access to entry. The Cutting-Edge Roles in Red Meat partnership campaign highlights that the Scottish red meat supply chain is open to all – whether you’re from the industry or not, there really is something for everyone

“The videos and case studies bring to life what working in the industry is actually like and where it can take you. It covers everything from producer and health and safety, to trade, processing and butchery and agriculture business and tech roles.”

The Cutting-Edge Roles in Red Meat toolkit is designed to help bridge the gap between those interested in joining the sector and employers looking to reach them. It includes short, shareable content alongside guidance on how businesses can use the content across websites, social media, careers events and local outreach.

Gordon King, Executive Manager of Scottish Craft Butchers, said: “Butchery is a skilled profession with strong career progression, but it’s often misunderstood. The videos and case studies help show the reality of modern roles - the skills involved, the pride people take in their work and the opportunities available.”

Robert Neill, Vice President of NFU Scotland, added: "Telling our story well is crucial for the future of the sector. By sharing real experiences from people working across the supply chain, the campaign gives businesses a powerful way to connect with new entrants and show the breadth of careers on offer."

The findings also underline the importance of digital visibility, with 97% of jobseekers researching a company online before applying. The toolkit has been designed with this in mind, making it easy for employers to share engaging, authentic content that helps bring roles to life and signpost people to further information and vacancies.

The toolkit is available now and is designed for use by employers, HR teams, industry bodies and partners across Scotland’s red meat.