Industry Urged to Get Behind Meat With Integrity Campaign

As Quality Meat Scotland prepares to launch its Meat With Integrity campaign later this month, farmers and others in the red meat chain, are being urged to really get behind the initiative in the coming weeks.

The campaign, which aims to raise public awareness of the Scottish red meat industry’s animal welfare and sustainability credentials, will cover all three brands - Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork - and will include billboard, print, social media and digital activity.

The campaign will also highlight the industry’s world-renowned quality assurance schemes which cover the entire production process, including farms, hauliers, feed companies, auction markets and processors.

Farmers Hazel McNee from Tealing, Joyce Campbell from Sutherland, Fraser Shaw from Lockerbie and Bruce McConachie who farms in the Cairngorms, were recently announced as the four farming “faces” of the campaign.

The four have all taken part in videos filmed on their farms and interviews which will be seeded out via on-line platforms in the coming weeks, along with photography for a series of new impactful creatives.

QMS has already received a large number of offers of assistance from across the country.

Carol McLaren, Quality Meat Scotland’s Director of Marketing and Communications, said that the level of support which has been received from industry ahead of the campaign launch is heartening.

“We’ve had a tremendous amount of offers from people across the Scottish red meat industry who want to be involved in increasing public awareness about our industry’s exceptional credentials,” said Ms McLaren.

“I would like to thank everyone who has been in touch and emphasise that the support of the whole industry can make a huge difference to what we can do.”

Ms McLaren added that a steady stream of social media content and shareable infographics will be launched over the coming weeks on Quality Meat Scotland’s Facebook, Twitter and Instagram channels.

“The aim is to keep pushing out our positive messages to counter the confusion generated by misinformation and inaccurate reporting,” said Ms McLaren.

“It is vital that everyone involved in the industry pulls together to play a part in sharing these #meatwithintegrity messages to ensure they are as widely seen as possible.”